Is Humor Effective? Influences of Type of Sex Appeals, Product Type and Thinking Style in Advertising Effectivenes
| Autor: | Sheng-ting Huang, 黃聖廷 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Sex appeals have been commonly used and used to promote a wide range of product categories. Because of high popularity of sex appeals, advertisers start to combine other elements to enhance advertising effectiveness. Humor is one of the options. However, not all consumers favorably respond to humor in ads. The present study examines how product type and consumer individual differences in thinking style influence advertising effectiveness when sex appeals and humor appeals are both used at the same time. The present study uses experimental design to investigate the advertising effects of different sex appeals (with humor vs. without humor), product type (sexually-related vs. non-sexually related) and thinking style (rational vs. experimental). A 2X2X2 between-subjects design is conducted. The first two variables are manipulated while the final one is measured. The advertising effects are measured by attitude toward brand and purchase intension. The results indicate sex appeals with humor are more effective in promoting a non-sexually related product than those without humor. Nevertheless, no such differences are found in sexually-related product promotion. Results further indicate that, for rational thinkers, sex appeals with humor weaken the influences of product type on advertising effectiveness. For experimental thinkers, sex appeals with humor intensify the influences of product type on advertising effectiveness. According to these findings, this study suggests that marketers should consider not only product type being promoted but also the consumers’ thinking style before using humor or not in sex appeals to maximize the advertising effects. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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