Knowledge Activation and Persuasiveness of Humorous Advertising

Author

Ivy Yee-Man LAU, Singapore Management UniversityFollow
W. S. Lai

Publication Type

Conference Paper

Publication Date

6-1999

Discipline

Social Psychology

Research Areas

Psychology

Publication

Association for Psychological Science 11th Annual Convention

City or Country

Denver, CO

Citation

LAU, Ivy Yee-Man, & Lai, W. S..(1999). Knowledge Activation and Persuasiveness of Humorous Advertising. Paper presented at the Association for Psychological Science 11th Annual Convention, Denver, CO.

Available at: https://ink.library.smu.edu.sg/soss_research/476