Responses to Humorous Advertising: The Moderating Effect of Need for Cognition

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

Abstract

An empirical study investigated the effects of humor and need for cognition on an individual's response to print ads about cameras. Results indicate that the effect of humor is moderated by an individual difference factor, a person's need for cognition. Specifically, on measures of attitudes and purchase intention, humor appears more effective in generating favorable responses from persons whose need for cognition is low rather than high. Findings also suggest that the influence of humor on attitude toward the brand is mediated by attitude toward the ad.

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2025Advances in Consumer Research 1982The need for cognition.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1986The Elaboration Likelihood Model of Persuasion 1984The Efficient Assessment of Need for Cognition 1983Advances in Consumer Research 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

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