Impact of Individual Differences on Different Types of Humorous Advertising Effectiveness~ Exploring the Role of Affect Intensity

• Main Authors: Wen-ta Su, 蘇文達
• Other Authors: 練乃華
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/98282961328598969185

碩士 === 國立臺灣大學 === 商學研究所 === 90 === Humor appears to be a popular persuasion technique employed by advertisers; therefore, it is important to understand the effects and persuasion processes of humorous ads. Weinberger and Gulas (1992) compiled the accounts of humor research from 1970 to 1990, and the outcome only partially supports earlier conclusions and highlights the need to apply humor with care. This study investigated the impact of affect intensity on the effectiveness of three types of humorous ads, which are affective-humor, cognitive-humor, and non-humor ads. 164 subjects participated in a 2*3 experiment using a broadband internet service as the advertised product. The results of our experiments are as follows: 1. The moderating mechanism of affect intensity: For the affective-humor ad, high-AI subjects have more positive moods and Aad in response than low-AI ones. For the cognitive-humor ad, high-AI subjects have more positive Aad, Ab and PI in response than low-AI ones. For non-humor ads, high-AI subjects have no significantly better advertising effects than low-AI ones. 2. The mediating process of humorous ads: For the affective-humor ad, AI exerts an indirect effect on Aad, Ab, PI. For the cognitive-humor ad, AI exerts both direct and indirect effects on Aad, Ab, PI. For the non-humor ad, AI exerts an indirect effect on Aad, Ab, but not on PI.