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Non-Linear Effects of Absurdity in Advertising

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  • Mai, Robert
  • Hutter, Katharina

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  • Mai, Robert & Hutter, Katharina, 2014. "Non-Linear Effects of Absurdity in Advertising," EconStor Preprints 96480, ZBW - Leibniz Information Centre for Economics.
    • Handle: RePEc:zbw:esprep:96480
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    References listed on IDEAS

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    1. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
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    3. Goodstein, Ronald C, 1993. "Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 87-99, June.
    4. Heckler, Susan E & Childers, Terry L, 1992. "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
    5. van Herk, H. & Poortinga, Y.H. & Verhallen, T.M.M., 2004. "Response styles in rating scales : Evidence of method bias in data from 6 EU countries," Other publications TiSEM c8befc7a-f2f4-44cf-b2fc-b, Tilburg University, School of Economics and Management.
    6. Russell, Cristel Antonia, 2002. "Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 306-318, December.
    7. Canan Ay & Pinar Aytekin & Sinan Nardali, 2010. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising," American Journal of Economics and Business Administration, Science Publications, vol. 2(3), pages 280-286, September.
    8. Lee, Yih Hwai & Mason, Charlotte, 1999. "Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(2), pages 156-169, September.
    9. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
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