Document Type

Journal Article

Department/Unit

Department of Communication Studies

Title

The effects of humor on ad processing: Mediating role of brand familiarity

Language

English

Abstract

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.

Keywords

ad effects, brand familiarity, humorous advertising, structural model

Publication Date

2011

Source Publication Title

Journal of Promotion Management

Volume

17

Issue

1

Start Page

76

End Page

95

Publisher

Taylor & Francis

DOI

10.1080/10496491.2011.553788

Link to Publisher's Edition

http://dx.doi.org/10.1080/10496491.2011.553788

ISSN (print)

10496491

ISSN (electronic)

15407594

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