Cross Cultural Responses to Humorous Advertising: an Individual Difference Perspective
Given the propensity of advertisers to choose humorous appeals for television ads, there is a need to determine which elements of an ad can be standardized while retaining adequate levels of effectiveness. This study reports an experiment designed to investigate the influence of individual level culture and the psychological factors of Need for Cognition and Need for Humor for their impact on responses to humorous advertising in Australia, China and the U.S.. The results support the prediction that while individual differences influence responses, between country differences are not so large as to preclude successful use of humor in standardized advertising.
Heather J Crawford and Gary D Gregory (2011) ,"Cross Cultural Responses to Humorous Advertising: an Individual Difference Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 239-245.
Heather J Crawford, University of New South Wales, Australia
Gary D Gregory, University of New South Wales, Australia
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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