"If You Can’T Say Anything Nice, It Had Better Be Funny!" - the Impact of Humor in Two-Sided Messages
Based on cognitive and affective models that both explain the effect of humor in ad-vertising we develop hypotheses for the impact of humor in two-sided messages un-der low and high involvement conditions. These hypotheses are tested in an experi-mental study with a 2 (humor vs. non-humor) x 2 (low vs. high involvement) design. The results support the impact of humor according to the affective model for low involved consumers and indicate supremacy of the distraction model for high in-volved consumers. Study results provide some interesting information for managerial implications and further research.
Martin Eisend (2005) ,""If You Can’T Say Anything Nice, It Had Better Be Funny!" - the Impact of Humor in Two-Sided Messages", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 385-386.
Martin Eisend, Freie Universitaet Berlin
E - European Advances in Consumer Research Volume 7 | 2005
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