Make Me Laugh and I’ll Share the Message! The Effect of Humor Appeal on Anti-Binge Drinking Advertising

Marie-Claire Wilhelm () and K. Raies ()
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Marie-Claire Wilhelm: UGA - Université Grenoble Alpes, CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes
K. Raies: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique, CNRS - Centre National de la Recherche Scientifique

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Date: 2023-01-01
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Published in AMS World Marketing Congress, Jan 2023, Canterbury, United Kingdom

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