The interactive effects of moral identity and humor on advertising evaluations: the mediating role of disgust
Despite the potential of humour in increasing positive marketing outcomes, some consumers may negatively evaluate humour in advertising. This is because even though consumers perceive a humorous advertisement as funny, such content can also elicit negative emotions. Extending the literature in this...
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Main Authors: | , , |
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Format: | Article PeerReviewed |
Language: | English |
Published: |
Taylor and Francis Ltd.
2022
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Subjects: | |
Online Access: | https://repository.ugm.ac.id/282678/1/26%20Paramita%20W.%3B%20Septianto%20F.%3B%20Nasution%20R.A..pdf https://repository.ugm.ac.id/282678/ https://www.tandfonline.com/doi/epdf/10.1080/02650487.2021.1991680?src=getftr |
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Institution: | Universitas Gadjah Mada |
Language: | English |