Humour effect on memory and attitude: moderating role of product involvement

Chung, Hwiman; Zhao, Xinshu

doi:10.1080/02650487.2003.11072842

Cited by 105 publications

(59 citation statements)

References 43 publications

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“…This result demonstrates that the use of humour in advertising is effectively an appeal with a high degree of likeability. These results confirm the conclusions of Chung & Zha (2003) and Gulas & Weinberger (2006), which indicate the existence of strong positive relationships between a humorous advertisement and attitude towards the same advertisement.…”

Section: Attitude Of Consumers Towards Creative Appeals In Advertisingsupporting

confidence: 82%

What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Freitas

Ribeiro-Cardoso

2012

MEDCOM

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ResumenNowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers' attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the purchase of the product/service at stake. For this, advertising professionals deliberately intertwine their selling arguments with emotionally-charged creative concepts.It is the aim of this study to analyse the impact of the main creative appeals and to identify groups of consumers based on their attitudes towards them.We have undertaken a quantitative study, by means of a survey administered to a convenience sample with a list of creative appeals, which had to be classified by the respondents according to their attitudes. Globally speaking, the preferred appeals were humour, music and animation. Nonetheless, it was possible to divide the respondents into three groups. 'Advertising fans', the 'rationally-minded' and the 'emotionally-minded'.This study presents some limitations, especially as to the sample used. Apart from the reduced number of respondents and lack of more widespread geographic reach, some academic qualifications were underrepresented.The results of this study offer some avenues to be explored by marketing and advertising professionals when it comes to deciding on the best creative approach to select for their advertising campaigns. Besides, this study paves the way to the development of future research on the issue of advertising appeals and its relationship with the psychographic characteristics of consumers.

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Section: Attitude Of Consumers Towards Creative Appeals In Advertisingsupporting

confidence: 82%

What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Freitas

Ribeiro-Cardoso

2012

MEDCOM

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“…Spotts et al (1997) showed improved recall after humorous ads only for lower risk but 'expressive' products, such as snack foods, beer or tobacco products. Likewise, Chung and Zhao (2003) found positive effects only for low-involvement products. Finally, Weinberger and Campbell (1991) showed positive effects only for expressive consumer products advertised with related humour.…”

Section: Introductionmentioning

confidence: 81%

Exploring memory for product names advertised with humour

Hansen

Strick

Baaren

et al. 2009

J of Consumer Behaviour

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Three studies explored the effects of humour in advertising on brand name memory. Study 1 showed that humour impaired memory for products but enhanced memory for advertisements. Study 2 showed that brands that had been promoted in humorous advertisements were less accessible in memory than brands promoted in non-humorous advertisements. Study 3 separated conscious and unconscious memory components with the process-dissociation procedure 1 week after the ad exposure. The memory-reducing effect of humour was found to be due to conscious memory processes alone. Unconscious familiarity was not affected by humour. The results suggest that humour distracts consumers from consciously, but not unconsciously, remembering the brand names.

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“…Past research suggests that when product involvement is high, consumers have more motivation to devote cognitive effort to evaluating the true merits of a product (e.g., Browne and Kaldenberg, 1997;Celsi and Olson, 1988); consumers neither wish nor are able to make a great deal of effort to process information in a low involvement situation (Chung and Zhao, 2003). Deliberative information processing involves the scrutiny of available information and an analysis of positive and negative features such as, for example, costs and benefits (Fazio, 1990).…”

Section: Product Involvementmentioning

confidence: 99%