Provocation and Humor in Ad Effects: Constrained Multi-Group Analysis and Beyond



Citation:

ChongMoo Woo, Jon D. Morris, and Sanghoon Lee (2004) ,"Provocation and Humor in Ad Effects: Constrained Multi-Group Analysis and Beyond", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 473-476.

Authors

ChongMoo Woo, University of Florida
Jon D. Morris, University of Florida
Sanghoon Lee, LG Ad Inc.



Volume

NA - Advances in Consumer Research Volume 31 | 2004



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