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Responses to humorous ads
This study investigates the relationship between audience involvement-a critical audience state in humorous advertising-and the responses to humorous ads. It is hypothesized that the degree to which the audience is involved with the ad determines how the ad humor is processed because the functions that ad humor plays vary depending on the state of audience involvement. An experiment involving 360 participants tested the hypotheses. The results support the conceptualization of humor's various roles and the moderating function of audience involvement. Specifically, for products that are not intrinsically humorous, ad humor is more effective in influencing audience attitudes toward both the ad and brand when involvement is relatively low rather than high. Implications are discussed with regard to formulating advertising strategies employing humor as a device.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| IM1610703A | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Academy of Advertising 2007 |
|---|---|
| Edisi | - |
| Subjek | Consumer attitudes Humor studies Advertising campaigns audiences |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | Hardcopy |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |