Responses to Humor in Shame-Inducing Health Issue Advertisements With the Effects of Health Worry Levels
Humor effects in shame-inducing health issue advertising is non-existent. Two experimental studies found responses to different levels of humor and shame in health issue prevention messages to be contingent on the individual’s health worry levels. The findings provide implications for theoretical as well as practical contributions.
Hye Jin Yoon (2015) ,"Responses to Humor in Shame-Inducing Health Issue Advertisements With the Effects of Health Worry Levels", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 815-815.
Hye Jin Yoon, Southern Methodist University, USA
NA - Advances in Consumer Research Volume 43 | 2015
R11. The Influence of Brand Rituals on Perceived Brand Authenticity
Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong
G9. The Voice From Afar: How Reverberation Affects Consumer Cognition
Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg
If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption
Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln