Responses to Humorous Advertising: The Moderating Effect of Need for Cognition
- 1 March 1996
- journal article
- research article
- Published by Taylor & Francis Ltd in Journal of Advertising
- Vol. 25 (1), 15-32
- https://doi.org/10.1080/00913367.1996.10673493
Abstract
An empirical study investigated the effects of humor and need for cognition on an individual's response to print ads about cameras. Results indicate that the effect of humor is moderated by an individual difference factor, a person's need for cognition. Specifically, on measures of attitudes and purchase intention, humor appears more effective in generating favorable responses from persons whose need for cognition is low rather than high. Findings also suggest that the influence of humor on attitude toward the brand is mediated by attitude toward the ad.Keywords
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