haku: @indexterm Consumer attitudes / yhteensä: 469
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| Tekijä: | Cline, T.W. Altsech, M.B. Kellaris, J.J. |
| Otsikko: | When does humor enhance or inhibit ad responses? The moderating role of the need for humor |
| Lehti: | Journal of Advertising
2003 : VOL. 32:3, p. 31-45 |
| Asiasana: | Advertising Marketing Consumer attitudes Consumer behaviour |
| Vapaa asiasana: | Print advertising |
| Kieli: | eng |
| Tiivistelmä: | Humour is often featured in consumer advertisements. Previous studies have shown humour to enhance, inhibit, or have no effect on consumers' responses to advertisements. Clearly, there are boundary conditions governing the operation of humour. This study reports a program of experimentation that examines one such contingency: an individual's "need for humor." Need for humour (NFH) is a trait that refers to a person's tendency to generate and seek out humour. Humour was manipulated in three studies using print ads and NFH was measured. Dependent variables included various measures of advertising effectiveness. Results of Study 1 show the impact of humour on attitude toward the ad to be moderated by NFH, such that humour influences only higher-NFH subjects. Results of Study 2 show a similar moderating effect of NFH, which is further qualified by the need for cognition (NFC), suggesting that the motivation to process may help explain the key finding. Study 3 provides additional evidence of a 3-way interaction of humour, NFH, and NFC, and offers a process explanation using path modeling. |
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