Salient Appeals in Advertising Promoting Breast Self-Examination and Mammography Examination

Dobrenova, Fanny V.; Grabner‐Kräuter, Sonja; Diehl, Sandra; Terlutter, Ralf

doi:10.1007/978-3-658-18731-6_19

Cited by 2 publications

(2 citation statements)

References 35 publications

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“…However, other research suggests that humor is a useful tool when a consumer is presented with a negative experience (Warren et al, 2018). For example, in looking at healthcare marketing where embarrassment is somewhat common, humor has been shown to have a positive effect on ad liking (Yoon, 2015) and attention (Dobrenova et al, 2017). Additionally, adding humor in advertising of two‐sided messages which contain some negative information was shown to positive impacts on persuasiveness (Eisend, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Researchers propose that humor may vary in effectiveness based on the situation (Warren et al, 2019;Weinberger & Gulas, 1992). The literature review table in Supporting Information: Appendix A gives examples of differences in the effectiveness of humor based on prior brand evaluations (Chattopadhyay & Basu, 1990), the type of humor and product context (Dobrenova et al, 2017), and the number of exposures (Gelb & Zinkhan, 1986) as well as many other factors.…”

Section: Humor and Benign Violation Theorymentioning

confidence: 99%

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Laughing in the face of embarrassment: Humorous marketing messages, excitement, and embarrassing products in retail

Barney

Jones

2022

Psychology and Marketing

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Humorous messages can influence consumers differently based on the type of product and context; this research seeks to determine how humorous versus informative messages differentially impact consumer's responses to embarrassing products versus nonembarrassing products in retail. This paper proposes that humorous messaging may be used to counteract negative responses to embarrassing products as opposed to much of the research on consumer embarrassment which focuses on coping mechanisms and reducing the noticeability of a product in retail settings. Specifically, marketers may use benign humor to increase excitement and ultimately increase purchase likelihood of a product. The researchers examine the process through which consumers view humorous marketing of embarrassing products. Three studies, including a behavioral lab experiment utilizing a 360°video choice experiment as well as a Facebook ads behavioral experiment, are used to assess the proposed relationship. The findings indicate that for embarrassing products, humorous messaging is more effective than informative messaging at increasing purchase likelihood due to an increase in excitement. These results hold across a variety of marketing mediums. This research suggests that practitioners should use humorous marketing communications rather than informative marketing communications for embarrassing products in retail. K E Y W O R D S embarrassment, excitement, humor, marketing messages, retail "You may not be able to change a situation, but with humor, you can change your attitude about it." -Allen Klein 1 | INTRODUCTION While humor has been studied extensively in marketing (Warren et al., 2018), its effectiveness may vary based on the situation (Warren et al., 2019;Weinberger & Gulas, 1992). One important purchasing situation which lacks research in regard to humor is the influence of humorous marketing communications on consumer's perceptions of embarrassing products. Consumers will go to extreme lengths to avoid embarrassment in purchase situations, from avoiding other people (Dahl et al., 2001) to purchasing additional items, to attempting to disguise an embarrassing product (Blair & Roese, 2013;Nichols et al., 2015), to even stealing embarrassing products (Toth, 2007). While most research on embarrassment in marketing focuses on shoppers' reactions to embarrassing products in store, marketing communications external to the retail environment may also influence the way a consumer perceives a stereotypically "embarrassing" product.Marketing communications may help normalize embarrassing purchases (Dahl et al., 2001). Through marketing campaigns and

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