fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)

Forschungsergebnis (Zeitschriftenartikel)

Martin Eisend: A meta-analysis of humor in advertising

Abstract

This meta-analysis combines 369 correlations on the effects of humor in advertising and thus quantifies, updates, and expands previous literature reviews on the effects of humor in advertising. In line with previous reviews, the meta-analytic correlations demonstrate that humor in advertising significantly enhances AAD, attention, and positive affect. Contrary to the assumptions of previous reviews, there is no evidence that humor impacts positive or negative cognitions, and liking of the advertiser. The metaanalytic
findings clarify some ambiguous prior conclusions: humor significantly reduces source credibility, enhances positive affect, ABR and purchase intention. The decline from lower order to higher order communication effects is particularly strong, with the effect size of the impact of humor on AAD being twice as large as the effect size for ABR. This impact of humor in advertising has been rather stable over the past decades. A moderator analysis reveals, however, that the findings of academic humor research are somewhat biased. As for the underlying theory, the positive and linear relationship between the funniness of the ad and brand attitudes supports an affective mechanism underlying the impact of humor in advertising.

Autor Martin Eisend
Titel des Aufsatzes A meta-analysis of humor in advertising
Jahr 2009
Zeitschrift Zeitschrift Journal of the Academy of Marketing Science
Ausgabe / Nummer 37/2
Ranking A (VHB-Jourqual 2.1 (2011))
Seiten 191-203

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Martin Eisend: A meta-analysis of humor in advertising. In: Journal of the Academy of Marketing Science 37/2, 2009, S. 191-203.