Humour in Advertising: The Moderating Role of Prior Brand Evaluation

Chattopadhyay, Amitava and Basu, Kunal (1990) Humour in Advertising: The Moderating Role of Prior Brand Evaluation. Journal of Marketing Research, 27 (4). pp. 466-476.

Abstract

A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness of humor in advertising. Further, cognitive responses are hypothesized as mediators of the impact of humorous ads on brand attitude. The results support the hypothesized moderator role of prior brand evaluation: when prior evaluation of the advertised brand is positive, a humorous ad is more effective than its nonhumorous counterpart in changing consumer attitudes and choice behavior. When consumers have a negative prior attitude, the opposite is true: a humorous ad is less effective in changing consumer attitudes and choice behavior than its nonhumorous counterpart. The results also support the conceptualization of cognitive responses as mediators of the impact of humorous advertisements on brand attitude.

Item Type: Article
Keywords: Wit & humor in advertising; Marketing research; Advertising; Brand name products
Subject(s): Corporate reputation
Centre: Oxford University Centre for Corporate Reputation
Faculty of Marketing
Date Deposited: 31 Jan 2012 21:10
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1974

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