Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement

By Hye Jin Yoon, Spencer F. Tinkham. 2013

114 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Social Psychology

View Paper: https://www.semanticscholar.org/paper/2f609c3b506602c35d9ccede2a08b9bac93b02b0

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Beatriz Casais
2. João F. Proença

In Social Psychology

1. Beatriz Casais
2. João F. Proença

Citations in the corpus

• The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS (2021, background): “For example, the combined use of humour with threat appeals may decrease the defensive response to fear and increase its effectiveness (Mukherjee & Dubé, 2012; Myrick & Oliver, 2015; Yoon & Tinkham, 2013).”