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Paradox is Perceived?: The Effects of Paradoxical Ad Message on Ad Comprehension

Program

Fulbright Visiting Scholar Program

Program Country

Grant Activity Type

Research

Discipline

Specialization

Marketing

Academic Year

Dates

January 2012 - December 2012

Flex

No

Scholar type

Non-U.S. (Visiting) Scholar

Project Title

Paradox is Perceived?: The Effects of Paradoxical Ad Message on Ad Comprehension

Scholar Information

Grantee

Ji Hye Park

Title

Associate Professor

Institution

Hankuk University of Foreign Studies

Host Institutions

Institution

Ohio State University

Faculty

H. Unnava

Host Department

Department of Marketing and Logistics