Effects of Humor in a Radio Advertising Experiment
- 1 June 1985
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 14 (2) , 33-64
- https://doi.org/10.1080/00913367.1985.10672944
Abstract
This paper reports results of a radio programming experiment that extends prior research by examining the impact of perceived humor on nine managerially relevant dependent variables. Findings show significant humor effects on attention to the ad, liking the ad, liking the product, and irritation. Findings also support the position that attitude-toward-advertisement mediates humor's impact on product preference and intention to buy.Keywords
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