search query: @author Klein, D. / total: 8
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| Author: | Scott, C. Klein, D. Bryant, J. |
| Title: | Consumer Response to Humour in Advertising: A Series of Field Studies Using Behavioral Observation |
| Journal: | Journal of Consumer Research
1990 : MAR, VOL. 16, p.498-501 |
| Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH INDIVIDUAL BEHAVIOUR |
| Language: | eng |
| Abstract: | The use of humour in advertising is a controversial issue for experts. The behavioral impact of humorous promotions are tested within a field setting. It is also examined how a humorous promotion might affect patronage behaviour.Where humour is relevant to the object of the promoted effort, the manipulation is associated with increased patronage behaviour.But the humour not relevant to the object of the promotion will have either no impact or a negative impact. |
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