The Smart Joker: Resolving Incongruous Humor in Advertising Triggers Impressions of Competent Advertisers
In four studies, we show that humorous incongruity in advertising triggers inferences of increased advertiser competence in consumers who successfully decode the incongruity. Process evidence suggests that the effect is driven by consumers projecting decoding-induced self-competence to advertiser. We discuss implications for the use of humor in impression management.
Chi Hoang, Klemens Knoferle, and Luk Warlop (2018) ,"The Smart Joker: Resolving Incongruous Humor in Advertising Triggers Impressions of Competent Advertisers", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 185-186.
Chi Hoang, BI Norwegian Business School, Norway
Klemens Knoferle, BI Norwegian Business School, Norway
Luk Warlop, BI Norwegian Business School, Norway
E - European Advances in Consumer Research Volume 11 | 2018
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