Using Humor to “Sell” Good Life Choices

What is the effect of humor on public service ads? On one hand, humor could hurt by trivializing the problem. On the other, humor could help by making the ad more likable. Using SEM, I model these factors simultaneously to find the net effect of humor on behavior.



Citation:

Julie L. Schiro (2016) ,"Using Humor to “Sell” Good Life Choices", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 757-757.

Authors

Julie L. Schiro, University College Dublin



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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