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Prior brand attitude as a moderator of effects of perceived humor in advertising

  • LEE Jina
    Graduate School of Sociology, Keio University

Bibliographic Information

Other Title
  • 事前ブランド態度が知覚されたユーモアの広告効果に及ぼす影響
  • ジゼン ブランド タイド ガ チカクサレタ ユーモア ノ コウコク コウカ ニ

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Abstract

The purpose of this study was (1) to investigate the impact of perceived humor on advertising effects, and (2) to examine the moderating role of product involvement and prior brand attitude in the impact of perceived humor on advertising effects. Two kinds of printed advertisement were presented as stimuli to 91 undergraduate students. The subjects were then asked to answer a series of questions. Major findings of the study were as follows: (1) It was indicated that consumers may selectively attend to the humor and pay no more attention to the product related information presented with it. (2) Perceived humor had positive effect on advertising effects when consumer's prior brand attitude was negative, which supported distraction effect of perceived humor, and this distraction effect was stronger when product involvement was low.

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Details

  • CRID
    1390282679467642880
  • NII Article ID
    110006318239
  • NII Book ID
    AN10049127
  • DOI
    10.14966/jssp.kj00004622657
  • ISSN
    21891338
    09161503
  • NDL BIB ID
    4499973
  • Text Lang
    ja
  • Data Source
    • JaLC
    • NDL
    • CiNii Articles
  • Abstract License Flag
    Disallowed

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