Browsing by Author LEE YIH HWAI

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