| Autor: |
IOSIM, IASMINA, POPESCU, GABRIELA, SUBA, ANKA, SIRBULESCU, CLAUDIA, DUMITRESCU, CARMEN |
| Předmět: |
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| Zdroj: |
Review on Agriculture & Rural Development; 2022, Vol. 11 Issue 1/2, p112-120, 9p |
| Abstrakt: |
Humour is known to help relational outcomes, in all communicative settings. In the present case study, in product-based business sectors, constructive humour styles play a defining role. In particular, this study aims to identify how humour impacts the presentation of food products to the public. The discussion is based on studies on humour effect in marketing and consumer psychology. Food advertisements are analysed in an attempt to identify the ways in which humour determines consumers to buy one food product or another. Constructive humour has positive effects on business performance and work relationship quality no matter the business sector. The only limitation of the research concerns the cultural context (only Romanian advertisements are analysed). This study allows strategic insights into how to use humour in an advertising context. To the best of the authors' knowledge, no previous Romanian study has thus far examined the impact of humour on the selling of food products as a result of advertisements. the disciplines of marketing and psychology. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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