Humor in Television Advertising: A Moment-to-Moment Analysis
Josephine L. C. M. Woltman Elpers, Ashesh Mukherjee, Wayne D. Hoyer
Journal of Consumer Research · 2004 · Volume 31 · Issue 3
Abstract
Although humor represents a critical advertising technique around the world, previous research has investigated only single point, retrospectively measured antecedents of perceived humor. Drawing on recent research indicating that moment-to-moment (MTM) responses have a significant effect on ad evaluations, we perform a MTM analysis of humor in television advertising. Results indicate that a dynamic transformation of surprise into humor lies at the heart of humor and that key features of the MTM surprise and MTM humor traces drive overall perceptions of humor. We discuss the theoretical implications of these findings and outline promising directions for future research.
Keywords
Advertising, Affect/Emotions/Mood, Communication, Measures of Association, Experimental Design and Analysis (ANOVA)
Enable JavaScript for citation tools and additional paper interactions.