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...
