Differential Effects of Humor Advertising By Expression Type

The current study analyzed the relationship between expression type of humor ads and their advertising effects and the differences in advertising effects by expression type according to temperament as categorized by the Myers-Briggs Type Indicator (MBTI). Expression type of humor was classified into arousal-, incongruity-, and superiority-type humor ads. Advertising effects were measured by consumers’ cognitive, affective, and conative responses. Three ads were created based on expression type of humor. A personality type, as measured by the MBTI, was categorized into four types of temperament, namely SP, SJ, NF, NT and used as moderating variables. As a result, the advertising effects varied according to the expression type of humor advertising. Interaction effects between ad expression type and temperament on ad feeling and ad preference were also found.


Myung-Ho Park, Huiuk Yi, and Tae-Gil Ha (2006) ,"Differential Effects of Humor Advertising By Expression Type", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 223-230.


Myung-Ho Park, Keimyung University, South Korea
Huiuk Yi, Yeungnam University, South Korea
Tae-Gil Ha, Keimyung University, South Korea


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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