Mixing emotions: The use of humor in fear advertising

By Ashesh Mukherjee, Laurette Dube. 2012

105 citations recorded by the source corpus.

Subfields: Applied Psychology, Literature and Literary Theory, Social Psychology

View Paper: https://www.semanticscholar.org/paper/7bb8421d0fdb38f582a8b56eaf7f77c8fb3d886a

How researchers see this paper

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

In Applied Psychology

1. Beatriz Casais
2. João F. Proença

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).”