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ABSTRACT
Humor is used extensively in advertising, but with mixed results. Drawing on the heuristic systematic model of persuasion, the authors explore a contingency underlying the impact of humorous executions on ad and brand attitudes for a convenience good. Results of a laboratory experiment with print ads show that the presence (vs. absence) of incidental humor can interact with message characteristics such that humorous ads engender more positive attitudes when they employ weaker arguments, and less positive attitudes when they use stronger arguments. (C) 1999 John Wiley & Sons, Inc.
The role of humor in advertising has been the focus of considerable research. A survey of successful U.S. advertising practitioners revealed that 94% believed humor was effective in gaining attention, and 38% felt humor increased comprehension (Madden & Weinberger, 1984). In a Video Storyboards survey of randomly sampled consumers, 62% said that humorous ads were the most influential. An American Advertising fax poll showed that 92% of respondents claimed that humor was either highly or moderately effective as a selling tool (Custer, 1995). In addition, a mounting body of anecdotal evidence suggests that humor is an effective communication technique for a wide range of products and channels.
Numerous empirical studies have attempted to explain the relationship between humor and advertising effectiveness (e.g., Chattopadhyay & Basu, 1990; Smith, 1993; Weinberger, Spotts, Campbell, & Parsons 1995; Zhang, 1996a, 1996b). In a review of the research literature, Weinberger and Gulas (1992) outlined the impact of humor on a number of communication goals. Their review suggests that humor attracts attention and enhances ad likability, but does not significantly affect ad comprehension. Perhaps most importantly, their review indicates that humorous ads do not always produce systematic advantages over nonhumorous ads at increasing persuasion (e.g., brand attitude and purchase intent). Indeed, they suggest that the persuasive effects of humor elude broad generalizations. Hence, the fundamental question about humor's effectiveness in advertising remains unresolved. Given the mixed evidence, it would seem appropriate to ask when humor in advertising is effective rather than if humor is effective.
The purpose of the present research is to investigate a contingency underlying humor's effect on message persuasiveness. Specifically, this article examines the joint interplay of humor with argument strength in a print advertisement. In prior...