Responses to Comedic Violence Advertising: Norm Beliefs and Age Effects

Hye Jin Yoon, Southern Methodist University, USA
Yeuseung Kim, DePaul University, USA
Comedic violence ads generate humor through norm violation. Consistent with social norm theories, this study found that greater norm beliefs on violence in advertising positively influenced evaluation of comedic violence ads. Norm beliefs also interacted with age; norm belief effects on ad responses became stronger with the increase of age.
[ to cite ]:
Hye Jin Yoon and Yeuseung Kim (2013) ,"Responses to Comedic Violence Advertising: Norm Beliefs and Age Effects", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.