Humour effect on memory and attitude: moderating role of product involvement

Hwiman Chung and Xinshu Zhao

This study examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to commercials shown during the Super Bowl.

Humour Effect On Memory And Attitude

Moderating Role Of Product Involvement

Hwiman ChungNew Mexico State University andXinshu ZhaoUniversity of North Carolina

Due in part to the popularity of using humorous advertising campaigns (according to Weinberger and Spotts, 24.4% of primetime television advertising in the USA is intended to be humorous), the advertising scholars have studied the effects of humorous advertising campaigns on advertising effectiveness (e.g. Markiewicz 1974; Cantor & Venus 1980; Belch & Belch 1983; Duncan et al. 1983; Gelb & Pickett 1983; Sutherland & Middleton 1983; Madden & Weinberger 1984). Sternthal and Craig (1973) drew...

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