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| Author: | Cline, T. W. Kellaris, J. J. |
| Title: | The joint impact of humor and argument strength in a print advertising context: A case for weaker arguments |
| Journal: | Psychology & Marketing
1999 : JAN, VOL. 16:1, p. 69-86 |
| Index terms: | ADVERTISING PSYCHOLOGY ATTITUDES |
| Language: | eng |
| Abstract: | Drawing on the heuristic systematic model of persuasion, this study explores a contingency underlying the impact of humorous executions on ad and brand attitudes for a convenience good. The presence of incidental humor can interact with message characteristics such that humorous ads engender more positive attitudes when they employ weaker arguments, and less positive attitudes when they use strong arguments. |
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