Browsing Scopus İndeksli Yayınlar Koleksiyonu by Subject "Radical Innovation"
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The influence of advertisement humor on new product purchase intention: mediation by emotional arousal and cognitive flexibility
(Emerald Group Publishing Ltd, 2023)PurposeAdvertisements facilitate certain emotions, subsequently influencing purchase intentions. Humor, as an influential way of information expression, is frequently used in ads to elicit emotions. Drawing upon literature ...