DOES THE NEED FOR COGNITION, NEED FOR AFFECT AND PERCEIVED HUMOUR INFLUENCE CONSUMERS’ ATTITUDES TOWARDS THE ADVERTISED BRANDS?
Cognition has long been known as a mechanism to process message besides forming desirable attitude. However, the engagement of emotions that has been limited in its discussions to the message processing theory such as the Elaboration Likelihood Model (ELM) could also function as influencer to messag...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
UUM Press
2020-05-01
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| Series: | International Journal of Management Studies |
| Online Access: | https://www.scienceopen.com/document?vid=6d31907f-5d88-4161-8736-b9dd9b86c0ff |