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Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observation

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  • Scott, Cliff
  • Klein, David M
  • Bryant, Jennings

Abstract

In a series of field studies, social and business events were promoted using humorous, non-humorous, and control formats. The humorous promotions significantly increased attendance for the social events, but showed no significant impact for business events. Copyright 1990 by the University of Chicago.

Suggested Citation

  • Scott, Cliff & Klein, David M & Bryant, Jennings, 1990. "Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 498-501, March.
    • Handle: RePEc:oup:jconrs:v:16:y:1990:i:4:p:498-501
    DOI: 10.1086/209235
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    Cited by:

    1. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. 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.
    3. Korgaonkar, Pradeep & Petrescu, Maria & Gironda, John, 2016. "Hispanics and viral advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 46-59.
    4. van Dolen, Willemijn M. & de Ruyter, Ko & Streukens, Sandra, 2008. "The effect of humor in electronic service encounters," Journal of Economic Psychology, Elsevier, vol. 29(2), pages 160-179, April.
    5. Sonia Capelli & William Sabadie & Olivier Trendel, 2009. "Président, fais moi rire ! La communication politique entre peur et humour," Grenoble Ecole de Management (Post-Print) halshs-00467982, HAL.
    6. 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.
    7. Sonia Capelli & William Sabadie & Olivier Trendel, 2009. "Président, fais moi rire ! La communication politique entre peur et humour," Post-Print halshs-00467982, HAL.

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