Comedic violence in advertising: cultural third-person effects among U.S., Korean, and Croatian consumers

Yoon, Hye Jin; Yoon, Sukki; Zdravković, Srđan; Milaković, Ivana Kursan; Miočević, Dario; Choi, Yung Kyun

doi:10.1080/02650487.2020.1827894

Cited by 5 publications

(8 citation statements)

References 76 publications

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“…The Japanese tend to avoid confrontations, restrain, and control their emotions (Stadler, 2019), and have high expectations and a low tolerance for not meeting consumer needs (Synodinos, 2001). By contrast, Croatia follows a Slavic culture where people are more expressive and emotionally open (Yoon et al, 2021). Croatia is also considered a collectivist and uncertainty-avoidance culture; however, it scores less than Japan on individualism (Japan 5 46, Croatia 5 33) and uncertainty avoidance (Japan 5 92, Croatia 5 80) (Hofstede Consumer response to store-related stimuli insights, 2023).…”

Section: Literature Review and Hypotheses Development 21 Theoretical ...mentioning

confidence: 99%

Consumer response to store-related stimuli in a crisis: evidence from Japan and Croatia

Anić,

Kursan Milaković,

Hirogaki

2023

IJRDM

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PurposeBased on the stimulus-organism-response (S-O-R) model, this study examines how safety measures, related assistance and tangible benefits affect consumers' emotional and cognitive states, leading to behavioural responses in an uncertain store environment.Design/methodology/approachThe proposed model was tested with the survey data collected from grocery shoppers in Japan and Croatia (n = 314 in each country) and analysed using structural equation modelling.FindingsSafety measures and related assistance decreased perceived threat in Croatia, enhanced arousal in both countries and caused fear in Japan. Tangible benefits reduced fear in Japan and increased arousal in Croatia. In a crisis, perceived threats push unplanned buying and motivate consumers to protect themselves. Arousal drives unplanned buying but diverts consumers from health-focussed behaviour. Loyalty can be gained if fear is controlled.Practical implicationsTo retain consumers, retailers should secure a safe shopping environment that reduces fear and provides enough benefits to outweigh the threat.Originality/valueUsing the S-O-R framework, this study enriches the literature on consumer behaviour in a pandemic by contributing new insights into (1) the impact of safety measures and tangible benefits as stimuli, (2) the organismic response through affective and cognitive states, (3) health-focussed behaviour as a novel outcome and (4) comparing the effects in the two countries.

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Section: Literature Review and Hypotheses Development 21 Theoretical ...mentioning

confidence: 99%

Consumer response to store-related stimuli in a crisis: evidence from Japan and Croatia

Anić,

Kursan Milaković,

Hirogaki

2023

IJRDM

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“…ITP 36,6 2312 The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0959-3845.htm One such strategy is the use of humor in online advertising, which has increased substantially in recent years (Spielmann, 2014;Weinberger et al, 2017), with the types of humor employed changing substantially (Smith et al, 2008;Yoon, 2016;Weinberger and Gulas, 2019). Violent humor has become more prominent (Brown et al, 2010;Swani et al, 2013;Yoon and Kim, 2014;Gulas et al, 2019;Yoon et al, 2021), as witnessed in the Snickers "Betty White" advertisement depicting an old lady being body slammed to the floor going viral, Dollar Shave Club's online campaign, which included the depiction of men being tasered and forcefully punched in the crotch, and a Pepsi Max campaign depicting a man being electrocuted and thrown into the side of a trailer. The use of sexual humor is also on the rise (Das et al, 2015;Sparks and Lang, 2015;Ivanov et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…Both sexual and violent types of humor can enhance advertising effectiveness (Chan et al, 2007;Beard, 2008a). However, there is no guarantee of positive reactions, which depend heavily on the nature of the audience; advertisements that create a positive impression with one group may seriously offend another (Yoon and Kim, 2014;Eisend, 2021;Yoon et al, 2021). In this increasingly complex online arena, gender is one such audience-level variable that is frequently overlooked (Weinberger et al, 2017;Mayer et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…, 2013; Yoon and Kim, 2014; Gulas et al. , 2019; Yoon et al. , 2021), as witnessed in the Snickers “Betty White” advertisement depicting an old lady being body slammed to the floor going viral, Dollar Shave Club's online campaign, which included the depiction of men being tasered and forcefully punched in the crotch, and a Pepsi Max campaign depicting a man being electrocuted and thrown into the side of a trailer.…”

Section: Introductionmentioning

confidence: 99%

“…, 2007; Beard, 2008a). However, there is no guarantee of positive reactions, which depend heavily on the nature of the audience; advertisements that create a positive impression with one group may seriously offend another (Yoon and Kim, 2014; Eisend, 2021; Yoon et al. , 2021).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements

Freeman

Marder

Gorton

et al. 2022

ITP

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PurposeThe purpose of this study is to understand the effect of increasing the intensity of sexual or violent content on consumer responses to online video advertisements, with a particular emphasis on sharing intentions.Design/methodology/approachThe paper uses a between-subjects experimental design across two studies using new to the world online video advertisements as stimuli.FindingsStudy 1 finds that increasing the intensity of sexual and violent humor improves advertisement effectiveness amongst men but leads to significantly more negative attitudes toward the advertisement and brand amongst women. Study 2 identifies gender and humor type as moderators for sharing intentions in the presence of audience diversity. While men are more likely to publicly share sexual and violent humor advertisements, social anxiety mediates intentions to share sexual humor advertisements in the presence of greater audience diversity.Practical implicationsThe paper offers insights to practitioners regarding the use of risqué forms of humor as part of a digital marketing strategy.Originality/valueDrawing on and extending benign violation theory, the paper introduces and verifies a theoretical model for understanding consumer responses to the use of risqué forms of humor in online advertisements. It identifies how audience diversity affects sharing intentions for sexual and violent humor-based advertisements on social media.

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Death primes in advertisements: how international advertisers can ensure their message is effective

Minton

Park

Spielmann

2021

International Journal of Advertising

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Comedic violence in advertising: cultural third-person effects among U.S., Korean, and Croatian consumers

Cited by 5 publications

References 76 publications

Consumer response to store-related stimuli in a crisis: evidence from Japan and Croatia

Consumer response to store-related stimuli in a crisis: evidence from Japan and Croatia

Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements

Death primes in advertisements: how international advertisers can ensure their message is effective

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