Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial
Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial
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反复接触广播广告后的幽默和广告效果
DOI：
10.1080/00913367.1986.10673000
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发表时间：
1986
期刊：
影响因子：
--
通讯作者：
G. Zinkhan
中科院分区：
文献类型：
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作者：
B. Gelb;G. Zinkhan
摘要本研究测试了一个模型，该模型将反复接触商业信息后的幽默感与广告效果的衡量标准联系起来。这些有效性变量是品牌名称和广告文案的回忆，对广告品牌的态度，陈述的购买概率和实际的品牌选择。研究结果表明，加入幽默的传统层次效应模型并没有提高模型的整体解释力。然而，幽默被发现是负相关的回忆和正相关的品牌态度，这两种关系预测在这方面的文献。
Abstract This study tested a model relating humor perceived after repeated exposures to a commercial message to measures of advertising effectiveness. These effectiveness variables are recall of the brand name and advertising copy, attitude toward the advertised brand, stated purchase probability and actual brand choice. The findings indicated that adding humor to a conventional hierarchy-of-effects model does not improve the model's overall explanatory power. However, humor was found to be negatively related to recall and was positively related to brand attitude; both relationships were predicted based on literature in this area.