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A meta-analysis of humor in advertising
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 advertising. In line with previous reviews, the meta-analytic correlations demonstrate that humor in advertising significantly enhances A AD , attention, and positive affect. Contrary to the assumptions of previous reviews, there is no evidence that humor impacts positive or negative cognitions, and liking of the advertiser. The metaanalytic findings clarify some ambiguous prior conclusions: humor significantly reduces source credibility, enhances positive affect, A BR and purchase intention. The decline from lower order to higher order communication effects is particularly strong, with the effect size of the impact of humor on A AD being twice as large as the effect size for A BR . This impact of humor in advertising has been rather stable over the past decades. A moderator analysis reveals, however,...
Pakistan Business Review
Dr. Irfan Hameed
This research paper explores the mediating role of attitude towards the advertisement and attitude towards the brand, and moderating role of self-monitoring in the relationships between perceived humor in the advertisement and purchase intention of the customer. Survey data was collected from 209 individuals after showing advertisements. Confirmatory factor analysis, structural equation modeling, and macro developed by Preacher and Hays have been used to test moderation and mediation effect in the hypothesized model. A good fit between the data and tested model was observed. As predicted, purchase intention was positively related to perceived humor and full mediation effect has been found. The moderating role of self-monitoring has also been supported by the data. The findings are particularly salient for national and multinational media agencies in Pakistan as well in the other parts of the world.
Dr. Emmanuel Anaele
The mix feelings of advertisement have limited its potential use, which has generally made it difficult to define which type of advert promote a product, brand or company quantity. In this research humor as an element of advertisement is examined. Advertisement is generally used to promote product or brands, in some case used to show process, procedure, or the general quality of a thing. The research concentration focused on finding the impact of humorous advertisement and its impulse feeling towards consumer intention to buy. The study adopted a cognitive and integrated model to determine the impulse feeling associated with consumer and to ensure precision of this model a quantitative survey is adopted to determine the affirmative effect of humor in advertisement. The result if the finding show that while humor can be considered to have a positive attribute to viewers, it does not generally influence the consumer intention to buy. While humor maybe active in advertisement for consumers view, it is also important to know its implication. The limitation of this research is only based on the sample size of the population., as only about 2% of the population was used for this case study.
Journal of Business Research
Gary Gregory , Heather J Crawford
Psychology and Marketing
Journal of Social Sciences and Humanities
The effect of arousal safety has been analyzed on purchase intention, then attitude towards the advertisement and attitude towards the brand have been incorporated as intervening variables between the relationships. The interaction effect of self-monitoring and message arguments have also been taken in to consideration for better understanding of the consumer’s response. The data has been gathered from 206 respondents by using purposive sampling method. The research instrument was comprised of summated rating/additive scale (likert scale) and semantic differential scaling. Confirmatory Factor Analysis has been applied after the application of preliminary tests on the data. Structure Equation Modeling and moderation and mediation analysis have also been applied to test the hypotheses. Arousal safety in the advertisements shape consumers response and it proved to be a fully mediated model. Self-monitoring also probes the relationship. Message arguments haven’t had any affect as moderator, hence can be used as a focal predictor. The study is a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the effects of arousal safety in advertisements. The study extends the field of advertising in the direction of arousal safety (Humor) effects. In comparison to previous research, empirical evidence on the arousal safety in television advertising and purchase intention in relation with moderating and mediating variables is provided.
Journal of Advertising
Maria Petrescu , John T Gironda
Journal of Business Studies
This research paper explore the mediating role of attitude towards advertisement and attitude towards brand in the relationship between disparagement as a processing stimulus for humor in Advertising and purchase intention of the customer. Data has been collected form 202 individuals. Confirmatory Factor Analysis, structural equation modeling, moderation and mediation analysis have been applied and a good fit between the data and tested model was observed. As predicted, purchase intention was positively related with disparagement and full mediation effect has been found. He results of moderation analysis are quite interesting and have been presented with the help of a chart showing interaction effect. Findings provide media agencies with an insight into audience emotional consequences in exposure to disparagement used in advertisements. Findings are particularly salient for national and multinational media agencies in Pakistan as well in the other parts of the world. This is one of the first studies to provide empirical support for the relationship between disparagement and purchase intention in western and non-western (Pakistani) context.
Nathan Walter , Larry Zhiming Xu , Sheila Murphy
Despite its long history in communication, scholars continue to debate whether humor enhances or undermines persuasive attempts. To better understand the contingencies of humor effects, we conducted a meta-analysis of 89 studies across the various fields in which humor has been researched over time. Overall, humor has a weak and significant effect on persuasion (r = .13). Further, results indicate that humor has a moderate-level influence on knowledge (r = .23) and only a weak impact on attitudes (r = .12) and behavioral intent (r = .09). The analysis supports the dual-processing nature of humorous messages, with related-humor being more effective for highly-involved individuals. Finally, while the analysis did not support the humor sleeper-effect prediction, the results revealed an inverted U-shaped effect of humor intensity on persuasion.
Journal of Advertising Research
SSRN Electronic Journal
International Journal of Advertising
Ivar Vermeulen , Christian Burgers
Malgorzata Karpinska-Krakowiak , Artur Modlinski
Journal of Media Ethics
Cornelia Brantner , Kati Förster
Phương Thảo Nguyễn
Y. Zotos , Christina Boutsouki
Magnus Söderlund , Eeva-Liisa Oikarinen
Journal of Current Issues & …
Sangeeta Sahney , Dr. Sandeep Kumar Mohanty
The Journal of …
Journal of Consumer Psychology
Journal of Consumer Research
sonya grier , Guillaume Johnson
The New Knowledge Globalization Era: Future Trends …
Journal ijmr.net.in(UGC Approved)
The New Knowledge Globalization Era: Future …
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