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.



Citation:

*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.

Authors

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Di$tance

Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough

Read More

Featured

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

Read More

Featured

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.