Effects of Absurdity in Advertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses

By L. Arias-Bolzmann, G. Chakraborty, J. Mowen. 2000

92 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a31e5669e9663560d3ef7eda9b7aa95511e28da3