This study tests a cognitive and an affective model based on extant explanations of the
effects of humor along with a new affective–cognitive model. Results are derived from meta …

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 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 …

Although humor represents a critical advertising technique around the world, previous
research has investigated only single point, retrospectively measured antecedents of …

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 …