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Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis

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2000The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

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2006The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research282 cited

1999Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials257 cited

2000Issues and New Directions in Global Consumer Psychology251 cited

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201050 years of research on international standardization and adaptation—From a systematic literature analysis to a theoretical framework196 cited

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2010The Impact of Comedic Violence on Viral Advertising Effectiveness130 cited

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2020What Makes Things Funny? An Integrative Review of the Antecedents of Laughter and Amusement123 cited