The DOI matches its Crossref record; 55 of the 55 references it cites were found in a registry or an index.
Responses to Humorous Advertising: The Moderating Effect of Need for Cognition
Abstract
An empirical study investigated the effects of humor and need for cognition on an individual's response to print ads about cameras. Results indicate that the effect of humor is moderated by an individual difference factor, a person's need for cognition. Specifically, on measures of attitudes and purchase intention, humor appears more effective in generating favorable responses from persons whose need for cognition is low rather than high. Findings also suggest that the influence of humor on attitude toward the brand is mediated by attitude toward the ad.
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Cites
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Cacioppo, J. T., & Petty, R. E. (1982) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.42.1.116 · Cited by 5,359
MacKenzie, S. B., & Lutz, R. J. (1989) · Journal of Marketing · doi:10.2307/1251413 · Cited by 4,880
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983) · Journal of Consumer Research · doi:10.1086/208954 · Cited by 4,610
The Elaboration Likelihood Model of Persuasion
Petty, R. E., & Cacioppo, J. T. (1986) · Communication and Persuasion · doi:10.1007/978-1-4612-4964-1_1 · Cited by 3,202
Corfman, K. P., & Lynch, J. G. (1983) · University of Groningen research database (University of Groningen / Centre for Information Technology) · Cited by 2,944
The Efficient Assessment of Need for Cognition
Cacioppo, J. T., Petty, R. E., & Feng Kao, C. (1984) · Journal of Personality Assessment · doi:10.1207/s15327752jpa4803_13 · Cited by 2,913
(1994) · Journal of the American Dietetic Association · doi:10.1016/0002-8223(94)92568-2 · Cited by 1,945
Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
Mitchell, A. A., & Olson, J. C. (1981) · Journal of Marketing Research · doi:10.2307/3150973 · Cited by 1,472
Cited by
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415130402 · Cited by 1,286
Zhang, K. Z. K., Zhao, S. J., Cheung, C. M. K., & Lee, M. K. O. (2014) · Decision Support Systems · doi:10.1016/j.dss.2014.08.005 · Cited by 781
AD SKEPTICISM: The Consequences of Disbelief
Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005) · Journal of Advertising · doi:10.1080/00913367.2005.10639199 · Cited by 543
Gangadharbatla, H. (2008) · Journal of Interactive Advertising · doi:10.1080/15252019.2008.10722138 · Cited by 495
All Joking Aside: A Serious Investigation into the Persuasive Effect of Funny Social Issue Messages
Nabi, R. L., Moyer-Gusé, E., & Byrne, S. (2007) · Communication Monographs · doi:10.1080/03637750701196896 · Cited by 431
Metadata
- Authors
- Zhang, Y.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1996-03
- Volume
- 25
- Issue
- 1
- Pages
- 15-32
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2082563689
- Cited by
- 288
- References
- 55
- FWCI
- 2.90
- Type
- journal article
- Language
- en
- Open access
- closed
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- Zhang, Y. (1996). Responses to Humorous Advertising: The Moderating Effect of Need for Cognition. Journal of Advertising. https://doi.org/10.1080/00913367.1996.10673493
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
