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

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.

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