5-D: Does Humor in Advertising Trigger Competence and Warmth Inferences About Advertisers?

This study proposes that people make warmth and competence inferences about advertisers who express humor in advertising. Advertisers are perceived as competent but not warm when using incongruity to elicit laughter, as both warm and competent when using arousal humor, and as neither competent nor warm when using disparaging humor.



Citation:

Chi Hoang, Luk Warlop, and Klemens Knoferle (2017) ,"5-D: Does Humor in Advertising Trigger Competence and Warmth Inferences About Advertisers? ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1033-1033.

Authors

Chi Hoang, BI Norwegian Business School, Norway
Luk Warlop, BI Norwegian Business School, Norway
Klemens Knoferle, BI Norwegian Business School, Norway



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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