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Cognitive and affective responses to...

Michaels, Steven L.

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Cognitive and affective responses to humorous advertisements.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Cognitive and affective responses to humorous advertisements./
作者:	Michaels, Steven L.
面頁冊數:	99 p.
附註:	Adviser: Ira Firestone.
Contained By:	Dissertation Abstracts International58-11B.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9815345
ISBN:	0591665239

Cognitive and affective responses to humorous advertisements.
Michaels, Steven L.

Cognitive and affective responses to humorous advertisements. - 99 p.

Adviser: Ira Firestone.

Thesis (Ph.D.)--Wayne State University, 1997.

In addition, attitude toward the ad mediated the relationship between perceived humor and attitude toward the brand.

ISBN: 0591665239Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Cognitive and affective responses to humorous advertisements.
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245 1 0 $a Cognitive and affective responses to humorous advertisements.
300 $a 99 p.
500 $a Adviser: Ira Firestone.
500 $a Source: Dissertation Abstracts International, Volume: 58-11, Section: B, page: 6282.
502 $a Thesis (Ph.D.)--Wayne State University, 1997.
520 $a In addition, attitude toward the ad mediated the relationship between perceived humor and attitude toward the brand.
520 $a The present study investigated reactions to humorous advertisements. Participants were 344 undergraduates at Wayne State University. Each individual was measured on two personality measures prior to viewing either a humorous or non-humorous ad. Each ad contained either image-based or quality-based selling points.
520 $a It was hypothesized that (1) humorous ads would be perceived as more attention-getting, original, and likable; (2) comprehension of humorous ads would be lower than for non-humorous ads; (3) ad persuasiveness would be moderated by personality variables (self-monitoring and need-for-cognition); (4) self-monitoring would influence willingness to buy the product; and (5) attitude toward the ad would mediate the humor-attitude toward the brand relationship.
520 $a Results confirmed that humorous ads were deemed more attention-getting, more original, and more likable than non-humorous ads. The hypothesized negative relationship between humor and comprehension was partially supported, with those viewing humorous ads recalling fewer selling points while committing more intrusion errors.
520 $a Self-monitoring did not correlate with any of the dependent measures. Need-for-cognition, however, interacted with argument type: For high-NFC persons, quality-based selling points were more persuasive than image-based appeals. For those low in NFC, argument type was unrelated to persuasiveness. Neither self-monitoring nor need-for-cognition moderated the humor-persuasiveness relationship.
520 $a In general, ad executives can expect the following from humorous ads: such ads generate liking toward the ad, which leads to liking of the brand. One facet of this liking may be perceived originality of humor. This positive affective finding contrasts with cognitive results: humorous ads lead to less recall. Those exposed to non-humorous ads recalled more selling points. Humor was also unrelated to persuasiveness, confirming prior research. It is suggested that individual difference variables, such as need-for-cognition, warrant further investigation. The benefit of humor is thus affective, not cognitive. This positive affect, however, does not generally produce persuasion.
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710 2 0 $a Wayne State University. $3 975058
773 0 $t Dissertation Abstracts International $g 58-11B.
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791 $a Ph.D.
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