The use of humor has become common practice in advertising; yet our knowledge about its
impact has not been updated since the last major review almost twenty years ago. In the …

Live streaming opens a new way for selling products, in which the streamer plays a leading
role. Whereas e-commerce live streaming has become ever-increasingly prevalent, how to …

CONSUMER PSYCHOLOGY Page 1 Annu. Rev. Psychol. 1994. 45:131—69 Copyright © 1994
by Annual Reviews Inc. All rights reserved CONSUMER PSYCHOLOGY Alice M. Tybout Kellogg …

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 commonly used communication tool in advertising in the United States, but US
marketers know little about its use and effectiveness in foreign markets. Such limited …

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 …

There has been considerable growth in the study of the role played by affect in marketing in
the past 15 years. This article assesses the current state of knowledge on affect, as it …

This article presents textual evidence drawn from the 1980 and 1990 volumes of the Journal
of Consumer Research (JCR) to demonstrate the dominance of masculine ideology in …

An increasing number of marketers are integrating the results-oriented methods of consumer
sales promotion and direct response advertising with the image/awareness capabilities of …

Consumers regularly experience humor while buying and using products, procuring
services, and engaging in various consumption experiences, whether watching a movie or …