The impacts of humor and message framing on the advertising effectiveness: An eye-tracking approach.
碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 99 === The purpose of this study is to discuss the impacts of the humorous mechanism (incongruity/incongruity-resolution) and message framing (positive/negative) on the advertising effectiveness. The eye-tracking technology was applied to measure decision makers’ inf...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/43470999415483054023 |