humor in advertising research paper

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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,...

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