M Eisend - Journal of the Academy of Marketing Science, 2009 - Springer
This meta-analysis combines 369 correlations on the effects of humor in advertising and thus quantifies, updates, and expands previous literature reviews on the effects of humor in …
Humor is a common goal of marketing communications, yet humorous advertisements do not always improve consumer attitudes towards the advertised brand. By investigating a …
A Chattopadhyay, K Basu - Journal of Marketing Research, 1990 - journals.sagepub.com
A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness of humor in advertising. Further, cognitive responses are hypothesized as …
Humor is used extensively in advertising, but with mixed results. Drawing on the heuristic systematic model of persuasion, the authors explore a contingency underlying the impact of …
JLCM Woltman Elpers, A Mukherjee… - Journal of Consumer …, 2004 - academic.oup.com
Although humor represents a critical advertising technique around the world, previous research has investigated only single point, retrospectively measured antecedents of …
Y Zhang, GM Zinkhan - Journal of Advertising, 2006 - Taylor & Francis
This study investigates the relationship between audience involvement—a critical audience state in humorous advertising—and the responses to humorous ads. It is hypothesized that …
Every year billions of dollars are spent on advertising that uses humor to sell products. How is that spending decision made? Despite much research examining humor effects in …
Humor is often used in advertising to make messages more entertaining and memorable. There are circumstances, however, under which humor can impede the acquisition of …
Few studies have tested models incorporating cognitive as well as affective mechanisms that help explain different levels of perceived humorousness in advertising (cf. Alden and …