𝔖 Bobbio Scriptorium
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Advertising and Audience Offense: The Role of Intentional Humor

✍ Scribed by Beard, Fred K.

Book ID
126892333
Publisher
Taylor and Francis Group
Year
2008
Tongue
English
Weight
261 KB
Volume
14
Category
Article
ISSN
1352-7266

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An experiment was conducted to investigate the effect of individual differences in need for cognition on humor's influence on persuasion in advertising. Results indicate that the effect of humor in advertising is moderated by levels of audience members' need for cognition. Advertising humor is more