Humor in Television Advertising: a Moment-To-Moment Analysis

ABSTRACT - This article develops a dynamic, moment-to-moment (i.e., MTM) model of humor in television advertising. The proposed model, which investigates the effects of MTM surprise and MTM humor on overall humor, is tested in two studies. Results indicate that higher overall humor is associated with a higher peak, final moment, average level, and average velocity of the MTM humor trace. In addition, overall humor is higher when the peak in MTM surprise precedes the peak in MTM humor, when there is a high correlation between MTM surprise and MTM humor, and when MTM surprise peaks relatively late in the ad.



Citation:

Ashesh Mukherjee, Wayne D. Hoyer, and Josephine L.C.M. Woltman Elpers (2003) ,"Humor in Television Advertising: a Moment-To-Moment Analysis", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 202.

European Advances in Consumer Research Volume 6, 2003      Page 202

HUMOR IN TELEVISION ADVERTISING: A MOMENT-TO-MOMENT ANALYSIS

Ashesh Mukherjee, McGill University, Canada

Wayne D. Hoyer, University of Texas at Austin, USA

Josephine L.C.M. Woltman Elpers, University of Groningen, The Netherlands

ABSTRACT -

This article develops a dynamic, moment-to-moment (i.e., MTM) model of humor in television advertising. The proposed model, which investigates the effects of MTM surprise and MTM humor on overall humor, is tested in two studies. Results indicate that higher overall humor is associated with a higher peak, final moment, average level, and average velocity of the MTM humor trace. In addition, overall humor is higher when the peak in MTM surprise precedes the peak in MTM humor, when there is a high correlation between MTM surprise and MTM humor, and when MTM surprise peaks relatively late in the ad.

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Authors

Ashesh Mukherjee, McGill University, Canada
Wayne D. Hoyer, University of Texas at Austin, USA
Josephine L.C.M. Woltman Elpers, University of Groningen, The Netherlands



Volume

E - European Advances in Consumer Research Volume 6 | 2003



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