A Priest, a Rabbi, and a Minister Walk into a Bar: A Meta-Analysis of Humor Effects on Persuasion

Walter, Nathan; Cody, Michael J.; Xu, Larry Zhiming; Murphy, Sheila T.

doi:10.1093/hcr/hqy005

Cited by 65 publications

(54 citation statements)

References 106 publications

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“…This is true as those with high cognitive ability prefer messages or information necessitating deep evaluations, whereas those with low cognitive ability prefer simple and attractive cues (Petty & Cacioppo, 1986). In support of the above findings, consumers with low cognitive ability favoured brand despite the message intensity as long as attractive cues such as sound, visual and appeals are presented in an advertisement (Eisend, 2018;Walter, Cody, Xu &;Yoon, 2015;Yoon, 2018).…”

Section: Need For Cognitionsupporting

confidence: 61%

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Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Zaki

Kamarulzaman

Mohtar

2020

International Journal of Management Studies

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Cognition has long been known as a mechanism to process message besides forming desirable attitude. However, the engagement of emotions that has been limited in its discussions to the message processing theory such as the Elaboration Likelihood Model (ELM) could also function as influencer to message processing and contributor to attitude formation. Hence, the purpose of this research is to examine the effects of need for cognition (NFC), need for affect (NFA) and perceived humour on consumers’ attitude towards the brands advertised. The research engaged three main studies and has adopted a quantitative basic experimental design with a random selection and distribution of participants into treatment groups. Result of study 1 showed that advertising attitude mediates between NFC and brand attitude. Study 2 found that NFA moderates between NFC and brand attitude. Study 3 revealed that NFA moderates between perceived humour and brand attitude. Finally, the results also determined that NFC, NFA, and perceived humour influence the processing of advertising message in the low and high involvement conditions of message elaborations. The findings encourage future researchers to further assess consumers’ attitude towards brand in various advertising contexts in more detail. The study contributes to the advertising guidelines for advertising firms and policy makers. In addition, the study contributes to the theoretical establishment of the Elaboration Likelihood Model (ELM) that can be used for future research extension. Keywords: Brand attitude, involvement, need for cognition, need for affect, perceived humour.

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Section: Need For Cognitionsupporting

confidence: 61%

“…This finding was consistent with prior research by Burton et al (2018) that NFC can affect brand attitude (A Brand ) through the influence of advertising attitude (A Ad ). NFC can also directly affect brand attitude (A Brand ) (Walter et al, 2018). Therefore, Hypothesis 1b was supported.…”

Section: Studymentioning

confidence: 78%

Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Zaki

Kamarulzaman

Mohtar

2020

International Journal of Management Studies

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“…As attention wanes, there is a need to identify strategies that will recapture public attention. Media-rich messaging 26 (ie, using narratives and visual imagery 27 ) and the use of emotional appeals 28 are strategies to increase audience engagement. There have been many examples of creative messaging since the earliest days of the pandemic, such as crowdsourced public service announcements in the state of New York, 29 humorous images that compare the use of masks to pants, 30 and the clever use of technology, like drones in South Korea.…”

Section: Attentionmentioning

confidence: 99%

Longitudinal Risk Communication: A Research Agenda for Communicating in a Pandemic

et al. 2021

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“…Ha and McCann 2008), or where distracting participants from forming an elaborated cognitive response prevented them from forming defensive reactions (e.g. Osterhouse and Brock 1970;Walter et al 2018). In applied terms, the results suggest that the optimal timing of an overlay ad in a humorous video may depend on the brand's strategy.…”

Section: Discussionmentioning

confidence: 85%

Overlay ads in humorous online videos: it’s a matter of timing

Vermeulen

Droog

Burgers

2019

International Journal of Advertising

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Humorous video genres (e.g. comedy/skits, pranks, or humorous vlogs and gaming videos) are among the most popular on online platforms like YouTube. The most common way for brands to advertise in these videos is by means of overlay ads. The current paper investigates the effectiveness of such in-video ads. Based on prior studies on multi-modal information processing, we propose that the timing of showing the brand vs. the humorous build-up may be crucial. In two 4-condition (showing the brand at the joke's start, immediately before, simultaneous to, and immediately after the punch line) between-subjects experiments (N ¼ 109; N ¼ 394), participants assessed brand recall, brand-logo recognition, brand attitudes, and purchase intentions after exposure to an overlay ad of a soda brand during a humorous (standup) video. Results show the importance of timing: confirming our expectations, showing the brand simultaneous to the punch line reduced recall (Study 1) and logo recognition (Studies 1 and 2). In contrast, showing the brand simultaneous to (Study 1) or immediately before (Study 2) the punch line improved brand attitudes and purchase intentions. Results indicate that the optimal timing of an overlay ad during a humorous video depends on the advertiser's goals: increasing brand awareness or improving brand attitudes.

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A Priest, a Rabbi, and a Minister Walk into a Bar: A Meta-Analysis of Humor Effects on Persuasion

Cited by 65 publications

References 106 publications

Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Longitudinal Risk Communication: A Research Agenda for Communicating in a Pandemic

Overlay ads in humorous online videos: it’s a matter of timing

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