How Different Types of Humor in Advertising Shape Impressions of Firms’ Competence and Warmth

Results of one large-scale correlational study and one experiment demonstrate that different types of humorous advertising influence consumers’ impressions of firms’ competence and warmth. Advertising featuring incongruity-resolution humor enhances impressions of firms’ competence. Advertising featuring tension-relief humor enhances impressions of firms’ warmth. Meanwhile, advertising featuring disparaging humor reduces both impressions.



Citation:

*Chi Hoang, Klemens Knoferle, and Luk Warlop (2020) ,"How Different Types of Humor in Advertising Shape Impressions of Firms’ Competence and Warmth", 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

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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