Does Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Brand Attitude?

• Main Authors: Omar Zaki, Hafizah, Kamarulzaman, Yusniza, Mohtar, Mozard
• 格式: Article
• 语言: English
• 出版: UUM Press 2019
• 主题: HF Commerce
• 在线阅读: https://repo.uum.edu.my/id/eprint/29288/1/IJMS%2026%2002%202019%201-20.pdf; https://repo.uum.edu.my/id/eprint/29288/; https://doi.org/10.32890/ijms.26.2.2019.10517

Cognition has long been known as a mechanism to process message besides forming desirable attitude. However, the engagement of emotions that has been limited in its discussions to the message processing theory such as the Elaboration Likelihood Model (ELM) could also function as influencer to messag...