The Vampire Effect: The Role of Humour and Involvement Level in Advertisement Recall and Recognition
The effect of humour on brand and product recall and recognition in advertising, and the consumer’s level of involvement, were studied by examining the “vampire effect,” wherein factors, such as humour, draw attention away from an advertising message. A descriptive, cross-sectional quantitative...
| Main Authors: | , , |
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| 格式: | Article |
| 語言: | English |
| 出版: |
EconJournals
2025-02-01
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| 叢編: | International Review of Management and Marketing |
| 主題: | |
| 在線閱讀: | https://www.econjournals.org.tr/index.php/irmm/article/view/17896 |