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008			220926b |||||||| |||| 00| 0 eng d
100			_aSimranjeet Kaur _91453
245			_aRelationship Between Humor in Advertising and Attitude Towards Ads _bA Meta Analysis
260			_aMumbai _bAssociated Management Consultants (p) Ltd _c2022
300			_aVol 52 Issue 3 March 2022 Pg:- 08-20
520			_aHumor in advertisements makes it an excellent tool for companies and brands to lure people into liking their products. The purpose of this paper was to do a systematic review and conduct a meta-analysis of studies analyzing the relationship between humor in advertising and attitude towards the ads. We found 171 articles that mentioned humor in advertising. 71 articles were found with studies on both humor and attitude towards the ads, Only 13 studies were included in final study.. The random effect model was used for the effect size because the studies belonged to different populations.
650			_aAdvertising
654			_aMeta- Analysis
654			_aHumor in advertising
700			_aDheeraj Nim _91454
700			_aShamily Jaggi _91455
773			_tIndian Journal Of Marketing
942			_cAR
999			_c37543 _d37543