Department of Communication Studies
The effects of humor on ad processing: Mediating role of brand familiarity
The effect of humorous advertisement on memory and attitude has been an important topic among advertising scholars. However, scholars have used fake brands to test the effects of humor. Since the possibility for consumers to be exposed to the commercial for a completely new brand is very low, using a fake brand to test humor effects is not realistic. Hence, this study examined the role of brand familiarity on the effects of humor on memory and attitude by using existing brands in a laboratory experiment. This study suggests a different structural model for familiar and unfamiliar brands based on the previous studies in consumer behavior. Results revealed different effects of humorous advertisements for the familiar or unfamiliar brands. The structural model proposed for this study revealed a mediating role of brand familiarity on humor effects. Humorous ads worked better for the unfamiliar brands. For the familiar brands, the effects were mediated by the subjects’ brand familiarity and prior brand attitude.
ad effects, brand familiarity, humorous advertising, structural model
Source Publication Title
Journal of Promotion Management
Taylor & Francis
Link to Publisher's Edition
Chung, Hwiman, and Xinshu Zhao. "The effects of humor on ad processing: Mediating role of brand familiarity." Journal of Promotion Management 17.1 (2011): 76-95.