Humour effect on memory and attitude: moderating role of product involvement
Article Abstract:
This paper presents research gathered from consumer responses to advertisements that appeared during the Super Bowl television transmissions between 1992 and 1997. Results show that positive significant relationships were found between humorous advertisements upon memory and that such advertisements are more effective in low-involvement products.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2003
User Contributions:
Comment about this article or add new information about this topic:
Effects of violence and brand familiarity on responses to televisions commercials
Article Abstract:
Violence and brand familiarity have significant effects on subsequent consumer responses towards commercials. This paper found that the effect of violence was moderated by brand familiarity but that violent programme content affected familiar brands more than unfamiliar brands.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2001
User Contributions:
Comment about this article or add new information about this topic:
The use of humour in television advertising: revisiting the US-UK comparison
Article Abstract:
Humor in UK and US television advertising is compared. The way in which humor is used is different in each country as are the types of humor utilized.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2001
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Day-dream believers. The management of emotion and the emotion of management. A survival guide to suffering the bad boss
- Abstracts: Relaxed tours and path ejections for the traveling salesman problem. Technical note on the paper "An empirical study of a new metaheuristic for the traveling salesman problem" (by Shigeru Tsubakitani, James R. Evans, European Journal of Operational Research 104.(1998) 113-128)
- Abstracts: Betaferon sales likely to boost Schering's growth. Danske Bank's net profit falls. Novo Nordisk's net beats expectations with a 54% jump
- Abstracts: Sanyo Electric takes bold steps in restructuring. Foreign bonds boost Nomura. Nomura net rises despite decline in stock markets
- Abstracts: PAL expects to report quarterly loss. Finnair swings to loss in quarter. US Airways posts a wider loss for 3rd quarter