Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes
Volume: 38, Issue: 7, Pages: 1025 - 1045
Published: Jun 12, 2019
Abstract
Humor is a common goal of marketing communications, yet humorous advertisements do not always improve consumer attitudes towards the advertised brand. By investigating a potential downside of attempting to be humorous, our inquiry helps explain why humorous ads can fail to improve and potentially even hurt, brand attitudes. We show that advertisements intended to be humorous also risk causing negative emotions independent of humor appreciation....
Paper Details
Title
Being funny is not enough: the influence of perceived humor and negative emotional reactions on brand attitudes
Published Date
Jun 12, 2019
Volume
38
Issue
7
Pages
1025 - 1045
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