A Meta-Analysis of Humor Effects in Advertising

Martin Eisend, Freie Universitat Berlin, Germany
Based on assumptions derived from qualitative reviews and cognitive and affective models that explain the effect of humor in advertising, a meta-analysis is conducted that tries to substantiate previous findings and to resolve heterogeneity of previous results. While the results give evidence that humor rather impacts variables as suggested by affective models, humor does not lead to distraction as suggested by cognitive models. However, attention and memory is enhanced. The results show that we should question the idea, that humor impact is either based on mere affective reactions or mere reasoning, rather it seems that both processes play an important role and can interfere to some extent.
[ to cite ]:
Martin Eisend (2007) ,"A Meta-Analysis of Humor Effects in Advertising", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 320-323.