Responses to Humorous ADS: Does Audience Involvement Matter?

By Yong Zhang, George M. Zinkhan. 2006

127 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/0ef60057470118a57f4c4ae8baf5a61223d219d2

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Robert Wheeler
2. Martin Eisend
3. Thomas Hove
4. Hye Jin Yoon
5. Rodney Graeme Duffett
6. Jörg Matthes
7. Johannes Knoll
8. Linda D. Hollebeek

In Marketing

1. Robert Wheeler
2. Spencer F. Tinkham
3. Martin Eisend
4. Mira Lee
5. Hye Jin Yoon
6. Benjamin K. Johnson
7. Susanna S. Lee
8. Celso Augusto de Matos

In Sociology and Political Science

1. Robert Wheeler
2. Spencer F. Tinkham
3. Martin Eisend
4. Hye Jin Yoon
5. Benjamin K. Johnson
6. Susanna S. Lee
7. Celso Augusto de Matos
8. C. V. Rossi

Citations in the corpus

• Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement (2013, background): “Furthermore, involvement has been a significant factor in research addressing both humor (Chung and Zhao 2003; Nabi, Moyer-Guseé, and Byrne 2007; Zhang and Zinkhan 2006) and fear appeal (Keller and Block 1996; LaTour and Tanner 2003).”
• A meta-analysis of humor in advertising (2009, background): “Humor can serve as an issue relevant argument, particularly when consumers are engaged in detailed information processing ( Zhang and Zinkhan 2006 ).”
• How humor in advertising works: A meta-analytic test of alternative models (2011, background): “Peripheral processing is very likely to occur in most of the humor studies and has been shown to be the very condition where humor in advertising is most effective (Zhang and Zinkhan 2006).”
• Nonprofit Advertising: Impact of Celebrity Connection, Involvement and Gender on Source Credibility and Intention to Volunteer Time or Donate Money (2009, methodology): “MANOVA ‘‘is a common technique used to guard against Type-I errors due to repeated ANOVA’s’’ (Zhang & Zinkhan, 2006).”
• The multidimensional nature and brand impact of user-generated ad parodies in social media (2011, background): “Humour has long been a popular advertising technique, and researchers have examined it from a variety of perspectives (see, for example, Weinberger et al. 1995; Zhang 1996; Alden et al. 2000; Cline et al. 2003; Zhang & Zinkhan 2006; Cline & Kellaris 2007; Shabbir & Thwaites 2007).”