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“
The Use of Visual Metaphors in Ads: Incongruity, The Aha Effect And Affect”, AMA Winter Educators’ Conference Marketing Theory
And Applications,Austin, TX, October 2008, p. 1-9.
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“My Jaguar is a Dog: Role of Incongruity and ‘Aha’ Effect in Pleasure of the Text”, Sixteenth Annual Robert Mittelstaedt Doctoral Symposium Doctoral Research in Marketing, (5-7) April, 2007.
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