When Does Humor Enhance or Inhibit Ad Responses? - The Moderating Role Of The Need For Humor

Cline, Thomas W.; Altsech, Moses B.; Kellaris, James J.

doi:10.1080/00913367.2003.10639134

Cited by 143 publications

(97 citation statements)

References 44 publications

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“…Scholars generally agree that the effect of humor on attitude derives from its affective sensation, such that humor initiates viewers' affective responses and attracts more attention to the advertisement. Several researchers note a direct correlation between perceived humor and attitude toward the advertisement, such that funny advertisements earn the most favor [33]. Similarly, perceived humor in online videos should create affective responses in audiences and positively influence attitudes toward the online video.…”

Section: Perceived Humormentioning

confidence: 95%

“…Humor can induce desirable responses by generating audience attention and making the advertisement seem more likeable and memorable [33]. Although it is difficult to achieve a consistent definition of humor, because of its various forms, the most widely accepted mechanism for understanding it uses a typology with three types: arousalsafety, disparagement, and incongruity [34].…”

Section: Perceived Humormentioning

confidence: 99%

“…In general, advertisers use humor for such product groups, and the likelihood of success is greater [48]. Alcoholic drinks also are subject to few gender influences or other potential confounding factors [50]; they appear as experimental products in several previous studies of humor in advertising (e.g., [33]). We downloaded two video ads from YouTube and edited them to include the eight stimuli.…”

Section: Experimental Stimulimentioning

confidence: 99%

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Exploring the disseminating behaviors of eWOM marketing: persuasion in online video

Hsieh

Tang

2012

Electron Commer Res

145

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The effectiveness of electronic word-of-mouth (eWOM) communication has attracted increasing attention from marketing practitioners, but relatively few studies focus on the dissemination of eWOM communication from a message perspective. Online video is a prominent form of marketing promotion, yet again, little is known about which factors make online video engaging or how they influence recipients' forwarding intentions. This study adopts Lasswell's communication model to investigate the persuasiveness of online video and uses the source, content, and channel dimensions to examine three potentially influential factors: awareness of persuasive intent, perceived humor, and multimedia effect. Awareness of persuasive intent exerts a negative influence, whereas the humor and multimedia effects have positive influences on both attitude toward a received online video and forwarding intentions. Therefore, e-marketers should reshape video clips to be humorous, use multimedia effects, and disguise their commercial intent to attract recipients' attention and persuade them to disseminate an online video.

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Section: Perceived Humormentioning

confidence: 95%

Section: Perceived Humormentioning

confidence: 99%

Section: Experimental Stimulimentioning

confidence: 99%

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Exploring the disseminating behaviors of eWOM marketing: persuasion in online video

Hsieh

Tang

2012

Electron Commer Res

145

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“…According to them humor may operate to get viewers response with two mechanisms: mechanism of attention and mechanism of affect (Cline et al, 2003). Humor produces both attention (cognitive mechanism) and mood (mechanism of affect) routes to memorability.…”

Section: ) Humorous Attract Attentionmentioning

confidence: 99%

Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising

Djambaska

Petrovska

Bundaleska

2015

jmr

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The aim of this research is humor consumption and its extensive use in today's advertising. One of the most prominent features of humor is its convictive nature. A humorous context may increase liking for the source at the same time creating a positive mood. Humor does serve to make the audience laugh, make the viewers happy and create positive mood. In general, humor itself has a permanent presence and a specific role in advertising. However, it should be underlined that humor should be used carefully in advertisements; otherwise it may result in resistance. Using humor is regarded as a win-win situation. While in some cases humor usage depends on the product or brand advertised. In some cases humor is considered not appropriate if attached with some products and particular occasions. ISSN 1941-899X 2016 www.macrothink.org/jmr 2 Results show correlation effect and in fact humor related Ads found as much more effective than those without humor and this effect is apparent, when it comes to highly complex and sophisticated humor. Also the effect of humor is influenced by the type of product advertised. The implications of these findings for the practice of Advertising are discussed in following pages. Journal of Management Research

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“…Humor motivation is a situation or event that leads one to a certain behavior. People may create humor for several reasons, such as seeking laughs and amusement from others (Cline et al, 2003); reacting to a given situation experienced by the humor creator, such as coping with pain (Zweyer et al, 2004); responding to sarcasm or belittlement, or as a means of coping with stressful situations (Feingold & Mazzella, 1993;Lefcourt, 2001; Martin, 1998); internalizing social norms (Meyers, 2000); or giving indirect criticism (Jorgensen, 1996;Zajdman, 1995). During debates, humor creators sometimes want to change the atmosphere, in order to better communicate or to improve the mood of others (Bippus, 2003;Bippus & Dunbar, 2011).…”

Section: Introductionmentioning

confidence: 99%

Humor Creator and the Audience - A Multi-dimensional Model Supported by In-vivo Methodology

Inglis¹,

Zach²,

Kaniel³

2014

EDUCATION

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The purpose of this study was to reevaluate the multi-dimensional model of humor creation, which is comprised of three dimensions: humor motivation, humor cognition, and humor communication, using in vivo (natural setting) methodology. Thirty-four lecturers from colleges and universities completed a questionnaire. Additionally, 1530 students observed these lecturers and evaluated their sense of humor. Judges also evaluated the degree of humor in 750 video clips excerpted from 91 filmed lessons taught by the lecturers. Two path-analysis models substantiated the multidimensional model. A person's role -humor creator or humor receiver -was the strongest variable explaining the variance in humor creation. This study suggests that not only the humor creator, but also the humor receiver, contributes to variance in humor creation. In addition, the study expands the toolbox of humor measurement.

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When Does Humor Enhance or Inhibit Ad Responses? - The Moderating Role Of The Need For Humor

Cited by 143 publications

References 44 publications

Exploring the disseminating behaviors of eWOM marketing: persuasion in online video

Exploring the disseminating behaviors of eWOM marketing: persuasion in online video

Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising

Humor Creator and the Audience - A Multi-dimensional Model Supported by In-vivo Methodology

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