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The joint impact of humor and argument strength in a print advertising context: A case for weaker arguments

✍ Scribed by Thomas W. Cline; James J. Kellaris

Publisher: John Wiley and Sons
Year: 1999
Tongue: English
Weight: 394 KB
Volume: 16
Category: Article
ISSN: 0742-6046
DOI: 10.1002/(sici)1520-6793(199901)16:1<69::aid-mar5>3.0.co;2-9

No coin nor oath required. For personal study only.

✦ Synopsis

Humor is used extensively in advertising, but with mixed results. Drawing on the heuristic systematic model of persuasion, the authors explore a contingency underlying the impact of humorous executions on ad and brand attitudes for a convenience good. Results of a laboratory experiment with print ads show that the presence (vs. absence) of incidental humor can interact with message characteristics such that humorous ads engender more positive attitudes when they employ weaker arguments, and less positive attitudes when they use stronger arguments.

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