Explaining Cross-Cultural Variations in the Use and Effects of Humor in Advertising

解释广告中幽默的使用和效果的跨文化差异

• 批准号: 426124099
• 负责人: Professor Dr. Martin Eisend
• 金额: --
• 依托单位: Lehrstuhl für BWL, insb. Internationales Marketing
• 依托单位国家: 德国
• 项目类别: Research Grants
• 财政年份: 2019
• 资助国家: 德国
• 起止时间: 2018-12-31 至 2023-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/426124099?language=en
• 关键词: Explaining; Cross; Cultural; Variations; Use

Humor is one of the most effective tools in advertising, but people with different cultural backgrounds apply humor to varying degrees, use different types of humor, and respond to humor differently. Of particular interest for practitioners and researchers therefore is the question of how the crossing of national boundaries influences the use and effects of humor in advertising. Evidence uncovered in prior research in this field is very limited and inconclusive, as neither humor nor advertising research provides an appropriate theoretical background that explains cross-cultural variations in the use and effects of humor. Furthermore, previous studies have failed to explain cross-cultural differences because they have compared only two or three countries, and they have failed to apply methodologies that address the cultural influence at both the individual and country level. In this project, we provide an answer to the question of how and why the use and effects of humor in advertising vary across cultures. We explore alternative theoretical explanations and test them using a large database of different countries to identify a much-improved explanation for the cross-cultural differences in the use and effects of humor. We also combine both individual and aggregate levels in explaining cross-cultural variations in humor.The empirical part covers (1) a content-analytic study that addresses differences in the use of humor in advertising across several countries, (2) a meta-analytic study that addresses the moderating influence of country differences on the effects of humor in advertising, and (3) an experiment that corroborates the causal effects of humor and transfers the aggregate findings to individual data.Addressing these issues provides knowledge that contributes to humor research (by explaining cross-cultural variations in humor), to advertising research (by explaining and predicting cross-cultural differences in the use and effects of humor), and to practice (by providing guidelines on how to use humor in advertising efficiently when it is applied in different cultural contexts). Based on the complimentary competences of both principal investigators (PIs), the project will lead to the formation of a specialized and integrated Polish-German research team that will (1) combine advanced research methods, (2) develop innovative topics in the field, (3) and will be therefore capable of competing with the leading international research groups

幽默是广告中最有效的工具之一，但不同文化背景的人对幽默的运用程度不同，使用幽默的类型不同，对幽默的反应也不同。因此，从业者和研究人员特别感兴趣的是跨越国界如何影响广告中幽默的使用和效果的问题。在这一领域的先前研究中发现的证据是非常有限和不确定的，因为幽默和广告研究都没有提供适当的理论背景来解释幽默的使用和影响的跨文化差异。此外，以前的研究未能解释跨文化差异，因为它们只比较了两三个国家，而且它们未能应用在个人和国家层面上解决文化影响的方法。在这个项目中，我们提供了一个答案的问题，如何以及为什么在广告中的幽默的使用和效果不同的文化。我们探索替代的理论解释，并使用不同国家的大型数据库进行测试，以确定一个大大改进的跨文化差异的幽默的使用和效果的解释。我们还结合联合收割机来解释幽默的跨文化差异。实证部分包括：（1）内容分析研究，探讨不同国家广告中幽默使用的差异;（2）元分析研究，探讨国家差异对广告中幽默效果的调节作用;以及（3）一个证实幽默的因果效应并将总体发现转化为个体数据的实验。解决这些问题为幽默研究提供了知识（通过解释幽默的跨文化差异），广告研究（通过解释和预测幽默的使用和效果的跨文化差异），并实践（通过提供如何在不同文化背景下有效地使用幽默的指导方针）。基于双方主要研究者（PI）的互补能力，该项目将导致形成一个专业化和综合性的波兰-德国研究团队，该团队将（1）结合联合收割机先进的研究方法，（2）开发该领域的创新课题，（3）因此能够与领先的国际研究团体竞争