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How humor in advertising works: A meta-analytic test of alternative models

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  • Martin Eisend

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  • Martin Eisend, 2011. "How humor in advertising works: A meta-analytic test of alternative models," Marketing Letters, Springer, vol. 22(2), pages 115-132, June.
    • Handle: RePEc:kap:mktlet:v:22:y:2011:i:2:p:115-132
    DOI: 10.1007/s11002-010-9116-z
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    References listed on IDEAS

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    1. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
    2. Eduardo B. Andrade, 2005. "Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 355-362, December.
    3. Batra, Rajeev & Stayman, Douglas M, 1990. "The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 203-214, September.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Jing Ge & Ulrike Gretzel, 2018. "Impact of humour on firm-initiated social media conversations," Information Technology & Tourism, Springer, vol. 18(1), pages 61-83, April.
    2. Andreas Hesse & Holger J. Schmidt & Carsten Baumgarth, 2021. "How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom," Corporate Reputation Review, Palgrave Macmillan, vol. 24(4), pages 191-204, November.
    3. Danatzis, Ilias & Möller, Jana & Mathies, Christine, 2020. "We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(2-3), pages 84-99.
    4. Kobel, Sarah & Groeppel-Klein, Andrea, 2021. "No laughing matter, or a secret weapon? Exploring the effect of humor in service failure situations," Journal of Business Research, Elsevier, vol. 132(C), pages 260-269.
    5. Thales Teixeira & Rosalind Picard & Rana el Kaliouby, 2014. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study," Marketing Science, INFORMS, vol. 33(6), pages 809-827, November.
    6. Septianto, Felix & Chiew, Tung Moi, 2018. "The effects of different, discrete positive emotions on electronic word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 1-10.
    7. Chao Miao & Michael J. Barone & Shanshan Qian & Ronald H. Humphrey, 2019. "Emotional intelligence and service quality: a meta-analysis with initial evidence on cross-cultural factors and future research directions," Marketing Letters, Springer, vol. 30(3), pages 335-347, December.
    8. Bendell, Bari L. & Kristal, Emma K., 2023. "Five naming strategies to help tell your organization’s story," Business Horizons, Elsevier, vol. 66(3), pages 387-404.
    9. Dharun Kasilingam & Soundararaj Ajitha, 2022. "Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 341-362, July.
    10. Hoang, Chi & Knöferle, Klemens & Warlop, Luk, 2023. "Using different advertising humor appeals to generate firm-level warmth and competence impressions," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 741-759.
    11. Ivana Kursan Milakovic & Mirela Mihic, 2015. "Predictors And Outcome Of Attitudes Towards Advertising: Demographics, Personal Factors And Wom," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 24(2), pages 409-432, december.
    12. Tung Moi Chiew & Christine Mathies & Paul Patterson, 2019. "The effect of humour usage on customer’s service experiences," Australian Journal of Management, Australian School of Business, vol. 44(1), pages 109-127, February.
    13. Giang Huong Duong & Wann-Yih Wu & Long Hoang Le, 2020. "The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 531-545, September.
    14. Eeva-Liisa Oikarinen, 2023. "The Boundaries of a Small Company’s Human Voice: Insights into Dark Humour in Internet Recruitment Advertising," Corporate Reputation Review, Palgrave Macmillan, vol. 26(3), pages 223-241, August.

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