Dec 17 2023 53 mins
“Humour is a way to show that you are smart without bragging.”
― Mark Twain
In this podcast, Carlos Velasco interviews Chi Hoang, Klemens Knöferle, and Luk Warlop about their work on humour and advertising. This interview is based on this article: Hoang, C., Knöferle, K., & Warlop, L. (2023). Using different advertising humor appeals to generate firm-level warmth and competence impressions. International Journal of Research in Marketing, 40, 741-759
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