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| Author: | Chattopadhyay, A. Basu, K. |
| Title: | Humor in Advertising: The Moderating Role of Prior Brand Evaluation |
| Journal: | Journal of Marketing Research
1990 : NOV, VOL. 27, p.466-476 |
| Index terms: | ADVERTISING EFFECTIVENESS BRAND CHOICE CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | The results of the present study are consistent with prior expectations: the effect of humor in advertisements on consumer attitudes and choice behaviour is moderated by the consumer's prior evaluation of the advertised brand. When prior brand evaluation is positive, humorous ads are more persuasive than non-humorous ones. |
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