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The joint impact of humor and argument strength in a print advertising context: A case for weaker arguments
16 references·6 citing·47 second hop
The joint impact of humor and argument strength in a print advertising context: A case for weaker arguments (1999)The joint impact of humor and argument st…Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Approach (1997)Assessing the Use and Impact …Responses to Humorous Advertising: The Moderating Effect of Need for Cognition (1996)Responses to Humorous Adverti…The Use and Effect of Humor in Different Advertising Media (1995)The Use and Effect of Humor i…The Effect of Background Music on Ad Processing: A Contingency Explanation (1993)The Effect of Background Musi…The Impact of Humor in Advertising: A Review (1992)The Impact of Humor in Advert…Advances in Consumer Research (1992)Advances in Consumer ResearchThe Humorous Message Taxonomy: A Framework for the Study of Humorous Ads (1991)The Humorous Message Taxonomy…Humor in Advertising: The Moderating Role of Prior Brand Evaluation (1990)Humor in Advertising: The Mod…The Effects of Physiological Arousal on Information Processing and Persuasion (1988)The Effects of Physiological …The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations (1986)The Role of Attitude toward t…Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial (1986)Humor and Advertising Effecti…Effects of Humor in a Radio Advertising Experiment (1985)Effects of Humor in a Radio A…The Effects of Humor on Attention in Magazine Advertising (1982)The Effects of Humor on Atten…Heuristic versus systematic information processing and the use of source versus message cues in persuasion. (1980)Heuristic versus systematic i…Humor in Advertising (1973)Humor in AdvertisingOn resistance to persuasive communications. (1964)On resistance to persuasive c…Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media (2024)Decoding demarketing advertis…Principles of Effective Message Design: A Review and Model of Content and Format Features (2023)Principles of Effective Messa…The influence of humor in advertising: Explaining the effects of humor in two‐sided messsages (2021)The influence of humor in adv…Hedonic vs. epistemic goals in processing persuasive communications: Revisiting the role of personal involvement (2021)Hedonic vs. epistemic goals i…A funny matter: Toward a framework for understanding the function of comedy in social change (2018)A funny matter: Toward a fram…A Meta-Analysis of the ELM's Argument Quality × Processing Type Predictions (2014)A Meta-Analysis of the ELM's …Conflict, arousal, and curiosity. 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(1980)Customer Loyalty: Toward an Integrated Conceptual Framework (1994)The Persuasion Knowledge Model: How People Cope with Persuasion Attempts (1994)A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research (2003)Advances in Consumer Research (1983)The Use of Humor in the Workplace (2006)All Joking Aside: A Serious Investigation into the Persuasive Effect of Funny Social Issue Messages (2007)A meta-analysis of humor in advertising (2008)Advances in Consumer Research (2025)The need for cognition. (1982)Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement (1983)EFFECTS OF INTERACTIVITY IN A WEB SITE: The Moderating Effect of Need for Cognition (2005)Is This Review Believable? A Study of Factors Affecting the Credibility of Online Consumer Reviews from an ELM Perspective (2012)When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo (2013)Self-Perception Theory (1972)Script processing in attitude formation and decision making. (1976)The Elaboration Likelihood Model of Persuasion (1986)A Continuum of Impression Formation, from Category-Based to Individuating Processes: Influences of Information and Motivation on Attention and Interpretation (1990)Mood and judgment: The affect infusion model (AIM). (1995)Cognition and Social Behavior (2014)Speed of speech and persuasion. (1976)Effects of rhetorical questions on persuasion: A cognitive response analysis. 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References

  • 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.5,511 cited
  • 1992Advances in Consumer Research2,863 cited
  • 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations1,953 cited
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  • 1988The Effects of Physiological Arousal on Information Processing and Persuasion317 cited
  • 1990Humor in Advertising: The Moderating Role of Prior Brand Evaluation313 cited
  • 1993The Effect of Background Music on Ad Processing: A Contingency Explanation305 cited
  • 1996Responses to Humorous Advertising: The Moderating Effect of Need for Cognition288 cited
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  • 1985Effects of Humor in a Radio Advertising Experiment202 cited
  • 1997Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Approach176 cited
  • 1982The Effects of Humor on Attention in Magazine Advertising168 cited
  • 1995The Use and Effect of Humor in Different Advertising Media

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112 cited
  • 1986Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial100 cited
  • Cited by

    • 2014A Meta-Analysis of the ELM's Argument Quality × Processing Type Predictions121 cited
    • 2021The influence of humor in advertising: Explaining the effects of humor in two‐sided messsages57 cited
    • 2018A funny matter: Toward a framework for understanding the function of comedy in social change56 cited
    • 2021Hedonic vs. epistemic goals in processing persuasive communications: Revisiting the role of personal involvement17 cited
    • 2023Principles of Effective Message Design: A Review and Model of Content and Format Features10 cited
    • 2024Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media10 cited