Responses to Humorous Advertising: The Moderating Effect of Need for Cognition
- 1 March 1996
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 25 (1) , 15-32
- https://doi.org/10.1080/00913367.1996.10673493
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.Keywords
This publication has 34 references indexed in Scilit:
- An Examination of Cognitive Factors Related to Humorousness in Television AdvertisingJournal of Advertising, 1993
- Antecedents and Consequences of Attitude Toward the Ad: A Meta-AnalysisJournal of Consumer Research, 1992
- The Role of Mood in Advertising EffectivenessJournal of Consumer Research, 1990
- Effects of involvement, argument strength, and source characteristics on central and peripheral processing of advertisingPsychology & Marketing, 1990
- Affective Responses Mediating Acceptance of AdvertisingJournal of Consumer Research, 1986
- The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.Journal of Personality and Social Psychology, 1986
- The Efficient Assessment of Need for CognitionJournal of Personality Assessment, 1984
- Effects of need for cognition on message evaluation, recall, and persuasion.Journal of Personality and Social Psychology, 1983
- The need for cognition.Journal of Personality and Social Psychology, 1982
- Communication discrepancy and intent to persuade as determinants of counterargument productionJournal of Experimental Social Psychology, 1967