The superiority theory supports that the relationship between disparagement humor and perceived humorousness is positive only when identification with the disparaged advertising character is low. The present study elaborates on the superiority theory and tests the interaction effect between disparagement humor, character identification and gelotophilia on attitude toward the ad (Aad) and the brand (Ab). A laboratory experiment indicates that the higher the character identification and the higher (lower) gelotophilia, the more positive (negative) Aad and Ab become, when an advertisement includes disparagement humor compared to non-disparaging appeals. In the case of katagelasticism, a similar interaction effect between disparagement humor an...
Advertising plays a major role in differentiating brands. Many advertisements attempt to create posi...
Companies use dark humor in their ads and marketing strategies, but the effectiveness of this form o...
In a paradigm facilitating smile misattribution, facial responses and ratings to contempt and joy we...
Risky communication strategy though it is, disparagement humorous advertising has proliferated over ...
Prior research has indicated that gelotophobia, people’s fear of being laughed at, influences their ...
The present study investigates humor appreciation of aggressive cartoons in relation to gelotophobia...
Purpose: While the potential benefits of integrating humour into advertisements are widely understoo...
Three experiments illustrate that humor in advertisements prevents the development of negative brand...
Previous research has shown that humor and self-presentation are linked in several ways. With regard...
A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness o...
Humor is a common goal of marketing communications, yet humorous advertisements do not always improv...
Contains fulltext : 76995.pdf (publisher's version ) (Closed access)Humor in adver...
Sexual humorous appeals have been and in a sense still remain a controversial issue. Despite a sligh...
Researchers and practitioners commonly consider humour as an effective tool to enhance the persuasiv...
In Ruch and Proyer (Humor: International Journal of Humor Research 21:47-67, 2008a), the fear of bei...
Advertising plays a major role in differentiating brands. Many advertisements attempt to create posi...
Companies use dark humor in their ads and marketing strategies, but the effectiveness of this form o...
In a paradigm facilitating smile misattribution, facial responses and ratings to contempt and joy we...
Risky communication strategy though it is, disparagement humorous advertising has proliferated over ...
Prior research has indicated that gelotophobia, people’s fear of being laughed at, influences their ...
The present study investigates humor appreciation of aggressive cartoons in relation to gelotophobia...
Purpose: While the potential benefits of integrating humour into advertisements are widely understoo...
Three experiments illustrate that humor in advertisements prevents the development of negative brand...
Previous research has shown that humor and self-presentation are linked in several ways. With regard...
A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness o...
Humor is a common goal of marketing communications, yet humorous advertisements do not always improv...
Contains fulltext : 76995.pdf (publisher's version ) (Closed access)Humor in adver...
Sexual humorous appeals have been and in a sense still remain a controversial issue. Despite a sligh...
Researchers and practitioners commonly consider humour as an effective tool to enhance the persuasiv...
In Ruch and Proyer (Humor: International Journal of Humor Research 21:47-67, 2008a), the fear of bei...
Advertising plays a major role in differentiating brands. Many advertisements attempt to create posi...
Companies use dark humor in their ads and marketing strategies, but the effectiveness of this form o...
In a paradigm facilitating smile misattribution, facial responses and ratings to contempt and joy we...