The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
Humor in Advertising: The Moderating Role of Prior Brand Evaluation
Abstract
A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness of humor in advertising. Further, cognitive responses are hypothesized as mediators of the impact of humorous ads on brand attitude. The results support the hypothesized moderator role of prior brand evaluation: when prior evaluation of the advertised brand is positive, a humorous ad is more effective than its nonhumorous counterpart in changing consumer attitudes and choice behavior. When consumers have a negative prior attitude, the opposite is true: a humorous ad is less effective in changing consumer attitudes and choice behavior than its nonhumorous counterpart. The results also support the conceptualization of cognitive responses as mediators of the impact of humorous advertisements on brand attitude.
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Cites
Effects of message repetition and position on cognitive response, recall, and persuasion.
Cacioppo, J. T., & Petty, R. E. (1979) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.37.1.97 · Cited by 813
Why Three Exposures May Be Enough
Krugman, H. E. (1972) · Journal of Advertising Research · doi:10.1080/00218499.1972.12519370 · Cited by 12
Cited by
The impact of humor in advertising: a review
Weinberger, M. G., & Gulas, C. S. (1992) · Journal of Advertising · doi:10.1080/00913367.1992.10673384 · Cited by 533
Xie, Y., Liang, C., Zhou, P., & Jiang, L. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2023.103599 · Cited by 91
Shoppers’ grocery choices in the presence of generalized eco-labelling
Bernard, Y., Bertrandias, L., & Elgaaied-Gambier, L. (2015) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-12-2013-0218 · Cited by 65
Sohn, S., Labrecque, L., Siemon, D., & Morana, S. (2025) · Journal of Retailing · doi:10.1016/j.jretai.2025.03.003 · Cited by 26
Metadata
- Authors
- Chattopadhyay, A., & Basu, K.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1990-11
- Volume
- 27
- Issue
- 4
- Pages
- 466-476
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2049142973
- Cited by
- 313
- References
- 2
- FWCI
- 4.94
- Type
- journal article
- Language
- en
- Open access
- closed
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- Chattopadhyay, A., & Basu, K. (1990). Humor in Advertising: The Moderating Role of Prior Brand Evaluation. Journal of Marketing Research. https://doi.org/10.1177/002224379002700408
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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.
