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The Influence of humor strength and humor-message relatedness on ad memorability

This research examines contingencies that shape the effects of humorous appeals on consumers' recall of ads, as well as the processes underlying such effects. Results of experimentation show that ads are more memorable when humor is both strong and related to the message, and this interaction is mediated by attention and mood. Stronger humor appeals also induce higher recall among individuals with a high "need for humor"

Ketersediaan

Call NumberLocationAvailable
IM1610703BPSB lt.dasar - Pascasarjana1
Penerbit American Academy of Advertising.,
Edisi -
Subjek Humor
Recall
studies
Effects
Advertising campaigns
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik Hardcopy
Info Detail Spesifik -
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