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LEE YIH HWAI
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Showing results 6 to 18 of 18
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Issue Date
Title
Author(s)
2002
Partitioned Pricing in Advertising: Effects on Brand and Retailer Attitudes
Lee, Y.H.
;
Han, C.Y.
2009
Processing idioms in advertising discourse: Effects of familiarity, literality, and compositionality on consumer ad response
Lim, E.A.C.
;
Ang, S.H.
;
Lee, Y.H.
;
Leong, S.M.
1999
Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor
Lee, Y.H.
;
Mason, C.
2009
Suppressing feelings: A double-edged sword to consumer judgment and choice
Qiu, C.
;
Lee, Y.H.
;
Yeung, C.W.M.
2011
Testing to prevent bad translation: Brand name conversions in Chinese-English contexts
Kum, D.
;
Lee, Y.H.
;
Qiu, C.
2007
The ad creativity cube: conceptualization and initial validation
Ang, S.H.
;
Lee, Y.H.
;
Leong, S.M.
2003
The Differential Interaction of Auditory and Visual Advertising Elements with Chinese and English
Tavassoli, N.T.
;
Lee, Y.H.
2004
The effect of attribute order on judgment in Chinese and English
Tavassoli, N.T.
;
Lee, Y.H.
2011
The joint effects of advertising and product trial: A source-monitoring perspective
Kum, D.
;
Lee, Y.H.
2012
The joint effects of choice assortment and regulatory focus on choice behavior
Som, A.
;
Lee, Y.H.
Jun-2008
What's funny and what's not - The moderating role of cultural orientation in ad humor
Lee, Y.H.
;
Lim, E.A.C.
2010
When good cheer goes unrequited: How emotional receptivity affects evaluation of expressed emotion
Lee, Y.H.
;
Lim, E.A.I.C.
2009
When uncertainty brings pleasure: The role of prospect imageability and mental imagery
Lee, Y.H.
;
Qiu, C.