search query: @author Mason, C. / total: 14
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| Author: | Lee, Y. H. Mason, C. |
| Title: | Responses to information incongruency in advertising: the role of expectancy, relevancy, and humor. |
| Journal: | Journal of Consumer Research
1999 : SEP, VOL. 26:2, p. 156-169 |
| Index terms: | Consumer research Consumer behaviour Attitudes Consumer information |
| Language: | eng |
| Abstract: | This paper presents two studies examining the effects of expectancy, relevancy, and humor on attitude formation. The authors found that information expectancy and relevancy interact to produce different levels of attitude favorability. |
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