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Ludden, G.D.S. (author), Kudrowicz, B.M. (author), Schifferstein, H.N.J. (author), Hekkert, P.P.M. (author)
When information from two or more sensory modalities conflicts, this can evoke a surprise reaction as well as feelings of amusement, interest, confusion or disappointment. In concurrence to joke theory, we argue that people appreciate and enjoy appropriate incongruities that can be related back to the product, whereas they are confused by and...
journal article 2012