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.
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.
Julie L. Schiro, University College Dublin
NA - Advances in Consumer Research Volume 44 | 2016
Decisional Conflict Predicts Myopia
Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA
L8. Recover the Unrecoverable: How Co-Recovery Shifts Consumers ‘Attribution Following a Failed Recovery
Bo Huang, HEC Montreal, Canada
Yany Grégoire, HEC Montreal, Canada
Matthew Philp, HEC Montreal, Canada
J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip
Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA