Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising
نویسندگان
چکیده
منابع مشابه
Running head: HUMOR AND ADVERTISING 1 Humor in Advertising: An Associative Processing Model
This article reviews a research program on the effects of humor in advertising on positive and negative brand associations and brand choice, and integrates the findings into a single, overarching model. Based on the Associative and Propositional Processes Model of Evaluation (Gawronski & Bodenhausen, 2006, 2007, 2011), we propose that repeated pairings of a novel brand with brand-unrelated humo...
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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 interim, a great deal of humor research has been conducted. The outcome of this research only partially supports earlier conclusions and highlights the need to apply humor with care. Humor is by no means a guarantee of be...
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Despite the expected value of online customer reviews as an emerging advertising medium, the manner of enforcing its effectiveness on customers’ purchase behavior is still a question not well answered. To address the question, we propose a new central route cue called “advertising appeal” to examine attitude and intention to purchase a product or service based on the reasoning of the elaboratio...
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Nowadays, people rely mostly on the information gathered through word of mouth regarding the purchase of products of using services. On the other hand, due to the expansion of social networks among people and its daily usage in society, these advertisements are mostly published in social networks. However, not all these advertisements are accepted by the audiences. Therefore, the aim of this st...
متن کاملThe Effect of Humor in Advertising on Consumer Attitude toward the Product
...........................................................................................................................................4 Introduction ......................................................................................................................................5 Literature Review.............................................................................................
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ژورنال
عنوان ژورنال: Journal of Management Research
سال: 2015
ISSN: 1941-899X
DOI: 10.5296/jmr.v8i1.8419