Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis

Alden, Dana L.; Hoyer, Wayne D.; Lee, Chol

doi:10.1177/002224299305700205

Cited by 119 publications

(128 citation statements)

References 29 publications

Supporting

Mentioning

111

Contrasting

Unclassified

Order By: Relevance

“…Some research has conflated INDCOL and hierarchy constructs. For instance, Alden et al (1993) examined the effects of INDCOL and the cultural dimension of power distance on humor executions in ads. Power distance is a culture-level variable referring to the degree to which power hierarchies in organizations are expected and accepted.…”

Section: Consequences Of Horizontal and Vertical Forms Of Individualimentioning

confidence: 99%

“…For instance, in the persuasion domain, extensive research has clearly established that the content of and responses to advertising appeals are culturally influenced. Some cultures are more likely to use certain kinds of ad appeals than are other cultures (e.g., Alden, Hoyer, & Lee, 1993;Choi & Miracle, 2004;Han & Shavitt, 1994;Hong, Muderrisoglu, & Zinkhan, 1987;Kim & Markus, 1999). Culturally matched ad appeals are more likely to be effective than mismatched appeals (e.g., Aaker & Maheswaran, 1997;Han & Shavitt, 1994;Zhang & Gelb, 1996).…”

mentioning

confidence: 99%

See 1 more Smart Citation

The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research

et al. 2006

View full text Add to dashboard Cite

We argue for the importance of a relatively new cultural distinction in the horizontal (valuing equality) or vertical (emphasizing hierarchy) nature of cultures and cultural orientations. A review of the existing cross-cultural literature is presented suggesting that, although the contribution of the horizontallvertical distinction is sometimes obscured by methods that conflate it with other dimensions, its impact is distinct from that associated with individualism-collectivism. We present studies that highlight several sources of value for the horizontallvertical distinction-as a predictor of new consumer psychology phenomena and as a basis for refining the understanding of known phenomena. Results support the utility of examining this distinction for the understanding of personal values, advertising and consumer persuasion, self-presentational patterns, and gender differences. Methodological issues in studying the horizontallvertical distinction are also discussed.

show abstract

Section: Consequences Of Horizontal and Vertical Forms Of Individualimentioning

confidence: 99%

mentioning

confidence: 99%

The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research

et al. 2006

View full text Add to dashboard Cite

show abstract

“…If more processing resources become available, the advertisement may receive further analysis. Because humorous executions often use incongruent structures (Alden, Hoyer, & Lee, 1993;Spotts et al, 1997), the initial response may be a cognitively based discrepancy reaction ("Huh!"). More elaboration may resolve the meaning of the humor ("Aha!")…”

Section: Humor Strengthmentioning

confidence: 99%

A Process Analysis of the Effects of Humorous Advertising Executions on Brand Claims Memory

Krishnan

Chakravarti

2003

J Consum Psychol

View full text Add to dashboard Cite

We report 2 studies that examined how the strength of humorous advertising executions and their relevance to the brand claims in the advertisement influence consumer memory for the claims. We infer the underlying memory processes by testing claims memory using recall, recognition, and indirect tests following incidental exposure to advertisements manipulating humor strength and claims relevance. Memory for the humor component was checked as corroborating evidence. We also validated these inferences by contrasting these effects on claims and humor memory with those under instructed elaboration. Study 1 shows that for humor of low claims relevance, brand claims memory is an inverted U-shaped function of humor strength. Compared to both nonhumor and high-strength humor, moderate humor facilitates both encoding and retrieval of the claims. The patterns of humor memory and instructed elaboration effects suggest that low-relevance humor is not spontaneously linked to the claims even when processing resources are available. Study 2 shows that when strong humor is made more relevant, brand claims memory improves even during incidental exposure. Corresponding humor memory and instructed elaboration effects imply that relevance encourages the formation of humor-claims links that facilitate encoding and retrieval of the claims. The results show that although strong humor inhibits the processing received by the brand claims, enhancing its claims relevance can compensate for such inhibition.

show abstract

“…Because negative issues, such as compulsive consumption, have been linked to the Money Attitude Scale (Roberts & Sepulveda, 1999), there is the possibility to study from a policy perspective the influence of advertising on societal issues like credit use and abuse by Hispanic groups. Finally, culture plays an important role in the creation and effect of humor in communication (e.g., Alden, Hoyer, & Lee, 1993), so it would be interesting to compare different humorous approaches, for example, incongruency and relevance manipulations (Lee & Mason, 1999), and their impact on consumers from different Hispanic groups.…”

Section: Future Researchmentioning

confidence: 99%

The Price of Laughter: Differences Between Hispanic Groups' Responses to the Use of Humor in Financial Services Advertising

Villegas

Shah

2008

Family & Consum Sci Res J

View full text Add to dashboard Cite

This study argues for a more precise study of U.S. Hispanics by investigating the different attitudes toward money retention of two Hispanic groups, Cuban Americans and Mexican Americans, and its impact on advertising processing. The hypothesized dissimilarity, Cuban American have a more positive attitude toward retention than Mexican Americans, was used as the basis for hypotheses that explored the effects of the use of humor in advertising for a financial product. The results of a 2 × 2 experiment in which type of appeal (humorous/non‐humorous) was manipulated and Hispanic group affiliation was measured suggest that Cuban Americans prefer a nonhumorous appeal in an advertisement for a financial service whereas Mexican Americans preferred the humorous message. This finding suggests that Mexican Americans might use affective information, instead of cognitive strategies, to form attitudes toward financial products.

show abstract

Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis

Cited by 119 publications

References 29 publications

The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research

The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research

A Process Analysis of the Effects of Humorous Advertising Executions on Brand Claims Memory

The Price of Laughter: Differences Between Hispanic Groups' Responses to the Use of Humor in Financial Services Advertising

Contact Info

Product

Resources

About