Concepedia

Observations: A Cross-Cultural Study on the Affect-based Model of Humor in Advertising

Journal of Advertising Research · 1995 · 64 citations · 7 references

Concepts

Social SciencesCommunicationMarketingAdvertisingIntercultural CommunicationPersuasionAdvertising AudiencesAdvertising EthicsAdvertising PsychologyAffect DisplayCross-cultural Consumer BehaviorFacial ExpressionAdvertising Reception Across CulturesAffectComparative Advertising HumorHumor StudiesHumor Theory

Abstract

This study compares the responses of Finnish and American university students to 10 humorous television commercials. The results begin to establish cross-cultural support for use of an affect-based model to assess the effectiveness of humor in persuasion.

References

7

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Morris B. Holbrook, Elizabeth C. Hirschman · Journal of Consumer Research · 1982 · 8K citations

Social Sciences, Psychology, Social Psychology +16

Application of confirmatory factor analysis to the study of self-concept: First- and higher order factor models and their invariance across groups.

Herbert W. Marsh, Dennis Hocevar · Psychological Bulletin · 1985 · 3.2K citations

Social Sciences, Educational Measurement, Psychology +14

A Field Investigation of Causal Relations among Cognitions, Affect, Intentions, and Behavior

Richard P. Bagozzi · Journal of Marketing Research · 1982 · 458 citations

Social Sciences, Psychology, Social Psychology +14

Humor in U.S. versus U.K. TV Commercials: A Comparison

Marc G. Weinberger, Harlan E. Spotts · Journal of Advertising · 1989 · 146 citations

Social Sciences, Communication, Marketing +9

Attitude-Toward-the-AD: Links to Humor and to Advertising Effectiveness

Betsy D. Gelb, Charles M. Pickett · Journal of Advertising · 1983 · 113 citations

Business, Marketing, Marketing Management +11