"Enculturated" Pleasure: A Study in Multicultural Engagement: How Do Mexican and U.S. Consumers Respond to Humorous Advertising Differently?

Humorous advertising has been considered an effective technique to increase viewers' positive responses.

“Enculturated” Pleasure: A Study in Multicultural Engagement How Do Mexican and U.S. Consumers Respond to Humorous Advertising Differently?

Valerie L. Wang

Ohio University

Kevin W. Cruthirds

University of Texas at Brownsville

Yong J. Wang

Ohio University

Jie Wei

National University of Singapore

Management slant

  • Mexican and U.S. consumers exhibited similar attitudes toward humorous advertising and differences in responses to various humor styles in advertising. This suggests that the key question in crafting international humorous advertising schemes is how to select effective humor styles.
  • International humorous advertising adaptation strategy should be based on the combination of cultural characteristics...

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