Matches in SemOpenAlex for { <https://semopenalex.org/work/W4200105859> ?p ?o ?g. }
- W4200105859 endingPage "973" @default.
- W4200105859 startingPage "962" @default.
- W4200105859 abstract "Abstract Research on advertising containing negative information, such as two‐sided messages, has neglected the potential of including humor in the advertisements, although both theory and practical examples suggest that humor might help to sell negative information. This paper presents the results from three studies that showed that humor can increase the persuasive influence of two‐sided advertising due to a positive surprise effect. However, it can also reduce this effect for high‐involvement consumers due to a negative distraction effect. Because two‐sided advertising is particularly effective in targeting high‐involvement consumers, this study established humor–product fit as a boundary condition to help mitigate the negative effects on high‐involvement consumers who are exposed to two‐sided advertising messages. When the fit between product and humor is high, the persuasiveness of two‐sided advertising for high‐involvement consumers increases. The study's findings have implications for theory and for the practice of including negative information in advertising. Humor can be applied in two‐sided advertising if consumers are highly involved and the humor is appropriate to the product." @default.
- W4200105859 created "2021-12-31" @default.
- W4200105859 creator A5066511204 @default.
- W4200105859 date "2021-12-28" @default.
- W4200105859 modified "2023-10-09" @default.
- W4200105859 title "The influence of humor in advertising: Explaining the effects of humor in two‐sided messsages" @default.
- W4200105859 cites W1495365210 @default.
- W4200105859 cites W1763311249 @default.
- W4200105859 cites W1957806863 @default.
- W4200105859 cites W1970773526 @default.
- W4200105859 cites W1975840618 @default.
- W4200105859 cites W1985344345 @default.
- W4200105859 cites W1986617989 @default.
- W4200105859 cites W1987595265 @default.
- W4200105859 cites W1989698229 @default.
- W4200105859 cites W1996369546 @default.
- W4200105859 cites W1998156086 @default.
- W4200105859 cites W2003266650 @default.
- W4200105859 cites W2004408090 @default.
- W4200105859 cites W2012395745 @default.
- W4200105859 cites W2023213189 @default.
- W4200105859 cites W2026891871 @default.
- W4200105859 cites W2027470714 @default.
- W4200105859 cites W2033101018 @default.
- W4200105859 cites W2040470844 @default.
- W4200105859 cites W2044857476 @default.
- W4200105859 cites W2049580391 @default.
- W4200105859 cites W2056527123 @default.
- W4200105859 cites W2060467945 @default.
- W4200105859 cites W2071897279 @default.
- W4200105859 cites W2076763018 @default.
- W4200105859 cites W2079741475 @default.
- W4200105859 cites W2085279657 @default.
- W4200105859 cites W2092168424 @default.
- W4200105859 cites W2094639731 @default.
- W4200105859 cites W2096004730 @default.
- W4200105859 cites W2102770351 @default.
- W4200105859 cites W2107036855 @default.
- W4200105859 cites W2114633921 @default.
- W4200105859 cites W2123218512 @default.
- W4200105859 cites W2128711170 @default.
- W4200105859 cites W2141995595 @default.
- W4200105859 cites W2156267029 @default.
- W4200105859 cites W2158588286 @default.
- W4200105859 cites W2158810025 @default.
- W4200105859 cites W2163816565 @default.
- W4200105859 cites W2167757406 @default.
- W4200105859 cites W2289467212 @default.
- W4200105859 cites W2318117365 @default.
- W4200105859 cites W2327096490 @default.
- W4200105859 cites W2331105239 @default.
- W4200105859 cites W2347141725 @default.
- W4200105859 cites W2348644338 @default.
- W4200105859 cites W2405439695 @default.
- W4200105859 cites W2569924152 @default.
- W4200105859 cites W2607302408 @default.
- W4200105859 cites W2771852431 @default.
- W4200105859 cites W2802450805 @default.
- W4200105859 cites W2888838286 @default.
- W4200105859 cites W2900180703 @default.
- W4200105859 cites W2905296547 @default.
- W4200105859 cites W2914763199 @default.
- W4200105859 cites W2955015277 @default.
- W4200105859 cites W2967641351 @default.
- W4200105859 cites W2999095788 @default.
- W4200105859 cites W3036109259 @default.
- W4200105859 cites W3088912010 @default.
- W4200105859 cites W3121920413 @default.
- W4200105859 cites W3122282974 @default.
- W4200105859 cites W3123096112 @default.
- W4200105859 cites W3196798085 @default.
- W4200105859 cites W799915299 @default.
- W4200105859 doi "https://doi.org/10.1002/mar.21634" @default.
- W4200105859 hasPublicationYear "2021" @default.
- W4200105859 type Work @default.
- W4200105859 citedByCount "8" @default.
- W4200105859 countsByYear W42001058592022 @default.
- W4200105859 countsByYear W42001058592023 @default.
- W4200105859 crossrefType "journal-article" @default.
- W4200105859 hasAuthorship W4200105859A5066511204 @default.
- W4200105859 hasConcept C112698675 @default.
- W4200105859 hasConcept C144133560 @default.
- W4200105859 hasConcept C15744967 @default.
- W4200105859 hasConcept C180747234 @default.
- W4200105859 hasConcept C2524010 @default.
- W4200105859 hasConcept C2776378700 @default.
- W4200105859 hasConcept C2780343955 @default.
- W4200105859 hasConcept C3018121129 @default.
- W4200105859 hasConcept C33923547 @default.
- W4200105859 hasConcept C77805123 @default.
- W4200105859 hasConcept C90673727 @default.
- W4200105859 hasConceptScore W4200105859C112698675 @default.
- W4200105859 hasConceptScore W4200105859C144133560 @default.
- W4200105859 hasConceptScore W4200105859C15744967 @default.
- W4200105859 hasConceptScore W4200105859C180747234 @default.
- W4200105859 hasConceptScore W4200105859C2524010 @default.
- W4200105859 hasConceptScore W4200105859C2776378700 @default.
- W4200105859 hasConceptScore W4200105859C2780343955 @default.