Do Men and Women Laugh About Different Types of Humor? A Comparison of Satire, Sentimental Comedy, and Comic Wit in Print Ads

Schwarz, Uta; Hoffmann, Stefan; Hutter, Katharina

doi:10.1080/10641734.2014.912599

Cited by 26 publications

(24 citation statements)

References 41 publications

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“…In the same vein, an array of studies on the effect of perceived humour on consumers' attitudinal response to brand advertised has also been conducted (Eisend, 2018;Newton et al, 2016;Spielmann, 2014;Schwarz, Hoffmann & Hutter, 2015;Yoon 2018). Perceived humour is found to be affecting brand attitude directly (Eisend, 2009), or even indirectly through the influence of cognitive and affectivebase conditioning such as emotions by itself (Martin & Ford, 2018;Warren et al, 2018).…”

Section: Perceived Humourmentioning

confidence: 99%

Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Zaki

Kamarulzaman

Mohtar

2020

International Journal of Management Studies

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Cognition has long been known as a mechanism to process message besides forming desirable attitude. However, the engagement of emotions that has been limited in its discussions to the message processing theory such as the Elaboration Likelihood Model (ELM) could also function as influencer to message processing and contributor to attitude formation. Hence, the purpose of this research is to examine the effects of need for cognition (NFC), need for affect (NFA) and perceived humour on consumers’ attitude towards the brands advertised. The research engaged three main studies and has adopted a quantitative basic experimental design with a random selection and distribution of participants into treatment groups. Result of study 1 showed that advertising attitude mediates between NFC and brand attitude. Study 2 found that NFA moderates between NFC and brand attitude. Study 3 revealed that NFA moderates between perceived humour and brand attitude. Finally, the results also determined that NFC, NFA, and perceived humour influence the processing of advertising message in the low and high involvement conditions of message elaborations. The findings encourage future researchers to further assess consumers’ attitude towards brand in various advertising contexts in more detail. The study contributes to the advertising guidelines for advertising firms and policy makers. In addition, the study contributes to the theoretical establishment of the Elaboration Likelihood Model (ELM) that can be used for future research extension. Keywords: Brand attitude, involvement, need for cognition, need for affect, perceived humour.

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Section: Perceived Humourmentioning

confidence: 99%

Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Zaki

Kamarulzaman

Mohtar

2020

International Journal of Management Studies

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“…1-22, janeiro/fevereiro, 2019, http://rac.anpad.org.br Na interpretação de Silva, Demo e Scussel (2017), compreender a dinâmica entre consumidores e marcas é um imperativo às empresas que, queiram ou não, fazem parte do contexto online. Dada a necessidade de se considerar a audiência para quem se destinam as mensagens (Spielmann, 2014) e a emergência de estudos sobre a mudança do comportamento feminino (Aillaud & Piolat, 2012;Goldenberg & Jablonski, 2011;Schwarz et al, 2015), surgem algumas reflexões. É imprescindível que empresas, marcas e agências de publicidade busquem conhecer e discutam as novas facetas do público feminino decorrentes de movimentos como o feminismo, uma vez que a quebra de estereótipos femininos e masculinos têm impacto na forma como os indivíduos se colocam no mundo, como consomem e como interagem nas redes sociais.…”

Section: Discussão Geralunclassified

“…Mulheres e homens percebem o humor de forma diferente: homens tendem a preferir um tipo de humor mais agressivo e com apelo sexual, enquanto mulheres preferem um humor mais leve, relacionado a emoções positivas (Aillaud & Piolat, 2012). Ainda, evidências sugerem que as propagandas com apelo humorístico são mais bem recebidas pelo público masculino, enquanto o público feminino prefere propagandas que recorrem a apelos sentimentais (Schwarz, Hoffmann, & Hutter, 2015). Tal panorama conduz ao primeiro questionamento deste trabalho: o humor incongruente, especificamente, funciona com o público feminino?…”

Section: Introductionunclassified

Humor Incongruente, Efetividade da Propaganda e as Mulheres: Um Experimento no Facebook

et al. 2019

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Resumo O objetivo deste trabalho é analisar como propagandas com humor incongruente veiculadas no Facebook atuam no engajamento, nas atitudes e na intenção de compra das consumidoras brasileiras. Um experimento realizado no Facebook, com 269 consumidoras brasileiras, permitiu testar se a presença de humor incongruente influencia a efetividade das propagandas, confirmando tal hipótese, além de demonstrar que se trata de um apelo humorístico com efeitos positivos sobre o público feminino. Entre as contribuições deste artigo, destaca-se que, seus achados confirmam que engajamento, atitudes e intenção de compra conformam importantes medidas da efetividade das propagandas no contexto virtual; revelam novas facetas sobre a percepção das mulheres quanto a estímulos tradicionalmente destinados aos homens; e apontam as redes sociais como elementos fundamentais à tomada de decisão do consumidor. Evidencia-se, assim, o papel da internet como plataforma de interação entre empresas e usuários e a necessidade de construção de um relacionamento nesta conjuntura, contexto em que o humor incongruente mostra-se capaz de chamar atenção, despertar engajamento, provocar atitudes favoráveis e, deste modo, conduzir a intenção de compra.

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“…To the best of our knowledge, few advertising studies have examined the effects of different humour types (one of the few exceptions is Schwarz et al, 2015), and due to the lack of conceptual knowledge in this area and the unexplored role of humour in the context of recruitment advertising, we do not make any specific assumptions regarding the relative effectiveness of the three humour types.…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

The Effects of Humour in Online Recruitment Advertising

Oikarinen

Söderlund

2016

Australasian Marketing Journal

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This study explores humour in recruitment advertising by examining the effects on job seekers of humour in online job advertisements. The results from an experimental study in which the humour content in job ads was manipulated indicate that humour negatively affected job seekers’ attitudes towards the job ad, the company, and the job. However, humour content had no effect on job seekers’ attitudes towards the managers depicted in the ads and no impact on intentions to apply for the job. Yet humour content enhanced intentions to share job ads, which is an important marketing response given the increased importance of social media. The study contributes to the growing literature on humour in advertising and to the literature on recruitment advertising by investigating the use of humour in the hitherto unexplored job advertising context.

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Do Men and Women Laugh About Different Types of Humor? A Comparison of Satire, Sentimental Comedy, and Comic Wit in Print Ads

Cited by 26 publications

References 41 publications

Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Humor Incongruente, Efetividade da Propaganda e as Mulheres: Um Experimento no Facebook

The Effects of Humour in Online Recruitment Advertising

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