This paper proposes three criteria for evaluating advertising measurement practice: item
validity, scale validity, and comparability. A review of the measurement literature is …

Advertisers have begun to acknowledge that an increasing number of consumers do not
support the traditional gender binary, believing that gender is dynamic and lies on a …

The use of humour in advertising is widespread and research about it has grown rapidly.
There are now at least 250 academic works devoted to advertising humour with over 150 …

Two experimental studies were run to investigate whether, how and why women would
respond differently than men to unknown (unfamiliar, new) brands. Female respondents …

An Introduction to the Psychology of Humor provides a comprehensive and accessible
overview of psychologists' research on humor. Drawing on research from a variety of …

Humor is a common goal of marketing communications, yet humorous advertisements do
not always improve consumer attitudes towards the advertised brand. By investigating a …

Previous research has identified many positive outcomes resulting from a deeply held moral
identity, while overlooking potential negative social consequences for the moral individual …

Humorous advertisements attract attention and entertain consumers. Nonetheless,
attempting humor is risky because consumers may be offended by failed humor attempts …

Prior reviews have outlined the state of research of humour in advertising and showed that
some findings deserve further explanations. This paper makes the point that evolutionary …

Many brands periodically respond humorously to the content that other brands and
celebrities post on social media. Drawing on three scenario-based experiments and a …