Aha Over Haha: Brands Benefit More From Being Clever Than From Being Funny

How do consumers respond to clever advertising? Across three pre-registered studies, brands using clever ads are both warmer and more competent than brands using purely funny or serious ads. This shift positively impacts brand attitude. The effect is stronger for brands whom the consumer does not feel connected to.



Citation:

Holly S Howe, Lingrui Zhou, Rodrigo S. Dias, and Gavan Fitzsimons (2020) ,"Aha Over Haha: Brands Benefit More From Being Clever Than From Being Funny", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 930-935.

Authors

Holly S Howe, Duke University, USA
Lingrui Zhou, Duke University, USA
Rodrigo S. Dias, Duke University, USA
Gavan Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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