The effect of humor in advertising: An individual-difference perspective

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84 citations0/0 files storedPsychology and Marketing

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Humor Studies and Applications Marketing and Advertising Strategies Media Influence and Health

Abstract

An experiment was conducted to investigate the effect of individual differences in need for cognition on humor's influence on persuasion in advertising. Results indicate that the effect of humor in advertising is moderated by levels of audience members' need for cognition. Advertising humor is more effective in influencing audience members' responses to an advertisement when audience members' need for cognition is low rather than high. Results also suggest that the effect of humor on attitude toward the brand can be mediated by attitude toward the ad. © 1996 John Wiley & Sons, Inc.

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References

1986The Elaboration Likelihood Model of Persuasion 1982The need for cognition.1986The Elaboration Likelihood Model of Persuasion 1984The Efficient Assessment of Need for Cognition 1983Advances in Consumer Research 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1986Affective Responses Mediating Acceptance of Advertising 1986Central and peripheral routes to persuasion: An individual difference perspective.

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