Humor and cognitive responses to advertising stimuli: A trace consolidation approach

Lammers, H. Bruce; Leibowitz, Laura; Seymour, George E.; Hennessey, Judith E.

doi:10.1016/0148-2963(83)90026-7

Cited by 56 publications

(22 citation statements)

References 19 publications

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“…This finding is consistent with previous empirical research of the attenuated effects of negative appeals over time (Evans et al, 1970; see also Godart & Prigogine, 2001;Prigogine, 2004). Thus, consistent with previous research (e.g., Lammers et al, 1983) the current findings suggest that the persuasive effects of positive emotions are most likely to emerge after a time delay. The implication of this finding is that studies that examine the persuasiveness of positive appeals only in terms of immediate post-exposure measures are unlikely to provide a complete account of the persuasive effects of positive appeals.…”

Section: Follow-up Persuasion Outcomessupporting

confidence: 81%

“…heuristic (Schwarz, 1990;Schwarz & Clore, 1983) for individuals reporting higher involvement (Hypothesis 2b). Support for this prediction was underpinned by previous evidence that found positive appeals are more likely to improve in persuasiveness over time (e.g., Lammers et al, 1983; see also Godart & Prigongine, 2001;Prigogine, 2004). It was predicted that, for individuals reporting higher involvement, because they could have been expected to have processed the message more centrally, these individuals would be more likely to have processed the message more elaborately.…”

Section: Follow-up Persuasion Outcomesmentioning

confidence: 78%

“…Whilst Lammers et al (1983), utilising audio-taped advertisements for an industrial product, reported that a humorous appeal was more persuasive than a serious appeal after a delay. The authors concluded that the persuasive impact of humour cannot be measured immediately after exposure as to do so would typically reveal a persuasive disadvantage of humorous appeals relative to other messages.…”

Section: Negative Versus Positive Message-relevant Affect: An Overviementioning

confidence: 99%

See 2 more Smart Citations

An examination of message-relevant affect in road safety messages: Should road safety advertisements aim to make us feel good or bad?

Lewis¹,

Watson²,

White³

2008

Transportation Research Part F: Traffic Psychology and Behaviou

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Drawing upon the multiple roles of affect posited by Elaboration Likelihood Model, the current paper examines the effectiveness of message-relevant affect. Specifically, humorous and fearevoking anti-drink driving messages are examined in terms of perceptions of relative influence on self and others (i.e., the third-person effect) and their performance on a range of persuasion outcomes. The influence of involvement, response efficacy, and gender on persuasion outcomes is also examined. Participants (N = 201) viewed two advertisements and completed two questionnaires: the first assessed pre-exposure attitudes and behaviour and immediate-post exposure attitudes and intentions; the second, 2 to 4 weeks later, assessed attitudes and behaviour.The results revealed, as predicted, interactions of the key variables and evidence of the greater persuasiveness of negative appeals immediately after exposure whilst greater improvement of positive appeals over time. The findings highlight the importance of continuing the exploration of positive appeals as a persuasive alternative to negative appeals.

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Section: Follow-up Persuasion Outcomessupporting

confidence: 81%

Section: Follow-up Persuasion Outcomesmentioning

confidence: 78%

Section: Negative Versus Positive Message-relevant Affect: An Overviementioning

confidence: 99%

See 1 more Smart Citation

An examination of message-relevant affect in road safety messages: Should road safety advertisements aim to make us feel good or bad?

Lewis¹,

Watson²,

White³

2008

Transportation Research Part F: Traffic Psychology and Behaviou

View full text Add to dashboard Cite

show abstract

“…No obstante, otros autores han encontrado relaciones negativas entre el humor y la comprensión; relaciones que demuestran que éste confunde al consumidor e impide la total comprensión del mensaje presentado (Cantor y Venus 1980;Lammers, 1983;Sutherland y Middelton, 1983;Gelb y Zinkhan, 1986). Esta dualidad entre hallazgos puede explicarse por:…”

Section: Humor Y Comprensiónunclassified

Tipos de humor en la publicidad impresa en Colombia

Cifuentes¹

2005

Divers.: Perspect. Psicol.

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Una de las herramientas frecuentemente utilizadas por los publicistas para persuadir es el humor. De ahí el creciente interés por estudiar su influencia en el procesamiento, actitudes y comportamiento de los individuos. Se realizó una revisión de investigaciones sobre humor publicitario y sus efectos en la persuasión, atención, comprensión, actitudes y memoria, así como estudios sobre humor y factores culturales, de audiencia, medios masivos y tipos de producto. Se presenta una tipología de publicidad humorística impresa colombiana, producto de revisiones bibliográficas y del seguimiento del humor publicitario a través del tiempo en la revista Semana, identificando tres nuevas categorías. Los tipos de humor propuestos son: incongruencia, hostil, sorpresa, juego de palabras, personificación, frases, alusiones, comparación, rimas, caricaturas, obras y exageración.Palabras clave: publicidad, humor en publicidad, psicología, tipos de humor, actitudes.

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“…For example, in Pepsi Max "Test drive" video, an unsuspecting car salesman is taken to test drive a car with a disguised NASCAR racer, Jeff Gordon, who dangerously speeds along the streets. Despite the evident emotional harm imposed on a salesman, the video managed to get over 42,947,547 views in one year 18 . This, however, raises some doubts about delayed effectiveness of pranks: to what extent such number of views and extensive media coverage may compensate for generating unfavorable brand attitudes as a result of a negatively-oriented humor?…”

Section: Pranks and Their Role In Brand Promotion Onlinementioning

confidence: 99%

Prankvertising – Pranks as a New Form of Brand Advertising Online

Karpińska-Krakowiak¹,

Modliński²

2014

MMR

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A practical joke (i.e. a prank) belongs to a category of disparagement humor, as it is a playful act held to amuse, tease or even mock the victim, and to entertain the audience. Although humor has been long exploited in broadcast and print advertising, the use of practical jokes is a more recent phenomenon esp. in digital marketing. The development of the Internet and social media creates new opportunities for using pranks as disguised adverts embedded in online strategies and there is an increasing number of companies which exploit pranks as a creative content solution for their on-line presence. As there is little academic endeavor devoted to this subject, this paper forwards a theoretical and practical framework for pranks. It recognizes pranks as innovative forms of digital advertising and it analyses their potential in terms of branding effectiveness (e.g. in maximizing brand reach, exposure, brand visibility, drawing consumer attention, eliciting strong emotions etc.). Possible prank effects are inferred from the theory of humor and from the secondary data collected by the authors of this paper. Key challenges, risks and limitations are discussed and relevant examples are provided. The paper concludes with several research areas and questions to be addressed in future empirical studies.

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Humor and cognitive responses to advertising stimuli: A trace consolidation approach

Cited by 56 publications

References 19 publications

An examination of message-relevant affect in road safety messages: Should road safety advertisements aim to make us feel good or bad?

An examination of message-relevant affect in road safety messages: Should road safety advertisements aim to make us feel good or bad?

Tipos de humor en la publicidad impresa en Colombia

Prankvertising – Pranks as a New Form of Brand Advertising Online

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