Abstract
The responses to three different levels of warmth and three different levels of humor are investigated as well as the moderating role of affect intensity (AI). In general, high levels of humour and warmth seem to be more effective, and generate significantly more positive responses in high than in low AI-respondents.
Cite
CITATION STYLE
APA
De Pelsmacker, P., & Geuens, M. (2015). The Advertising Effectiveness of Different Levels of Humor and Warmth and the Moderating Role of Affect Intensity. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 11–16). Springer Nature. https://doi.org/10.1007/978-3-319-13084-2_2
Register to see more suggestions
Mendeley helps you to discover research relevant for your work.
Already have an account? Sign in
Sign up for free