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...