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Although advertisers have employed humor extensively as the motivational basis for their appeals, relatively little is known about the persuasive effect of humor. This article assesses the role of humor in persuasion and suggests an approach to future humor research.
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Brian Sternthal
Northwestern University
C. Samuel Craig
Murray State University
Journal of Marketing
Northwestern University
The Ohio State University
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Sternthal et al. (Mon,) studied this question.
synapsesocial.com/papers/6a10c79dacd1dbe0646463c6 — DOI: https://doi.org/10.1177/002224297303700403