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

Forschungsergebnis (Zeitschriftenartikel)

Martin Eisend: Explaining the Use and Effects of Humor in Advertising: An Evolutionary Perspective

Abstract

Prior reviews have outlined the state of research of humour in advertising and showed that some findings deserve further explanations. This paper makes the point that evolutionary psychologists’ explanations of the functions of humour can provide new or alternative explanations for these findings and suggest new research avenues. The evolutionary functions of humour have been widely discussed in the literature, but advertising researchers have
neglected biological nature and biological evolution as additional or alternative explanations for humour in advertising. The paper contributes to the advertising literature and broadens perspectives for research on humour in advertising by reviewing research on the evolutionary functions of humour, by showing how these functions can explain the use, effects, and moderators of humour in advertising beyond the explanations provided in prior literature,
and by suggesting new propositions for future research on humour in advertising.

Autor Martin Eisend
Titel des Aufsatzes Explaining the Use and Effects of Humor in Advertising: An Evolutionary Perspective
Jahr 2018
Zeitschrift Zeitschrift International Journal of Advertising
Ausgabe / Nummer 37/4
Ranking C (VHB-Jourqual 2.1 (2011))
Seiten 526-547

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Martin Eisend: Explaining the Use and Effects of Humor in Advertising: An Evolutionary Perspective. In: International Journal of Advertising 37/4, 2018, S. 526-547.