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| Author: | Scott, C. Klein, D. M. Bryant, J. |
| Title: | Consumer response to humor in advertising: A series of field studies using behavioral observation. |
| Journal: | Journal of Consumer Research
1990 : MAR, VOL. 16:4, p. 498-501 |
| Index terms: | CONSUMER BEHAVIOUR ADVERTISING ADVERTISING RESEARCH FIELD RESEARCH |
| Language: | eng |
| Abstract: |
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