Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence
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) ,"Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 594-595.
*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
NA - Advances in Consumer Research Volume 46 | 2018
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience
Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico
Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices
Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea