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



Share Proceeding

Featured papers

See More

Featured

M4. How Consumption Experiences Create Value

Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, USA

Read More

Featured

Crossing Race and Markets: Introducing the Race in the Marketplace Research Network

Kevin D Thomas, University of Texas at Austin, USA
Sonya Grier, American University, USA
Guillaume D Johnson, Université Paris-Dauphine

Read More

Featured

‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding

Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.