Gotcha! Realism of comedic violence and its impact on brand responses: What's so funny about that bloody ad? The moderating role of disposition to laughter

Malgorzata (Mag) Karpinska-Krakowiak

Two experimental studies in Poland examined how perceived and manipulated realism of comedic violence may influence consumer responses to brands.
Karpinska-Krakowiak

MANAGEMENT SLANT

  • Perception of advertisement realism is a mediator of the effects of violent humor in advertising.
  • Manipulating advertisement realism may shield brands from the negative consequences of aggressive humor.
  • Individual disposition to laughter may help advertisers better target humorous advertisements, because people high in gelotophilia and ...

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