Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor
Journal of Consumer Research
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sg-nus-scholar.10635-451202015-01-11T04:05:57Z Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor Lee, Y.H. Mason, C. MARKETING Journal of Consumer Research 26 2 156-169 2013-10-10T05:29:33Z 2013-10-10T05:29:33Z 1999 Article Lee, Y.H.,Mason, C. (1999). Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor. Journal of Consumer Research 26 (2) : 156-169. ScholarBank@NUS Repository. 00935301 http://scholarbank.nus.edu.sg/handle/10635/45120 NOT_IN_WOS Scopus |
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National University of Singapore |
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NUS Library |
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Singapore |
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ScholarBank@NUS |
| description |
Journal of Consumer Research |
| author2 |
MARKETING |
| author_facet |
MARKETING Lee, Y.H. Mason, C. |
| format |
Article |
| author |
Lee, Y.H. Mason, C. |
| spellingShingle |
Lee, Y.H. Mason, C. Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor |
| author_sort |
Lee, Y.H. |
| title |
Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor |
| title_short |
Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor |
| title_full |
Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor |
| title_fullStr |
Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor |
| title_full_unstemmed |
Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor |
| title_sort |
responses to information incongruency in advertising: the role of expectancy, relevancy, and humor |
| publishDate |
2013 |
| url |
http://scholarbank.nus.edu.sg/handle/10635/45120 |
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1681083023864365056 |