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Direct linkStrick, Madelijn; van Baaren, Rick B.; Holland, Rob W.; van Knippenberg, Ad – Journal of Experimental Psychology: Applied, 2009
Humor in advertising is known to enhance product liking, but this attitude change is often considered nonpredictive of product choice. Previous research relied exclusively on explicit self-report measures to assess attitudes and purchase intentions. The present research shows that unobtrusive association of a product with humor can affect…
Descriptors: Cartoons, Humor, Attitude Change, Advertising
