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ERIC Number: EJ548836
Record Type: CIJE
Publication Date: 1997
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISSN: ISSN-0021-9916
Using Humorous Programs as a Vehicle for Humorous Commercials.
Perry, Stephen D.; And Others
Journal of Communication, v47 n1 p20-40 Win 1997
Shows that an increased level of humor in commercials was beneficial to recall and purchase intention; increased humor in the television program was detrimental to recall of products advertised; and gender interacted with program humor levels, such that products were viewed less negatively by men when they were exposed to commercials in a more humorous program context. (SR)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A