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
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