An Investigation of Incongruency and Distraction Hypotheses: The Context of Dubbed TV Commercials
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- McQuarrie, Edward F & Mick, David Glen, 2003. "Visual and Verbal Rhetorical Figures under Directed Processing versus Incidental Exposure to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 579-587, March.
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