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The purpose of the present research was to assess brand name recognition as a function of humor in advertisements...It was predicted that participants would

"The purpose of the present research was to assess brand name recognition as a function of humor in advertisements...It was predicted that participants would recognize products brand names that had been presented with humorous advertisements more often than brand names presented with non-humorous advertisements" (Berg & Lippman 2001, 197). What is the dependent variable?

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