Humor in Television Advertising: A Moment-to-Moment Analysis

By J. W. Elpers, Ashesh Mukherjee, Wayne D. Hoyer. 2004

121 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/346198a699593ae009db4a7c6d29b37b0f51ab6a

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. Blakley C. Davis
2. Keith M. Hmieleski
3. Martin Eisend
4. Joseph E. Coombs
5. Justin W. Webb
6. Linda D. Hollebeek
7. Jörg Matthes
8. Johannes Knoll

In Marketing

1. Blakley C. Davis
2. Keith M. Hmieleski
3. Martin Eisend
4. Joseph E. Coombs
5. Justin W. Webb
6. Benjamin K. Johnson
7. Susanna S. Lee
8. Celso Augusto de Matos

In Social Psychology

1. Blakley C. Davis
2. Keith M. Hmieleski
3. Martin Eisend
4. Joseph E. Coombs
5. Justin W. Webb
6. Linda D. Hollebeek
7. Johannes Knoll
8. Jörg Matthes

Citations in the corpus

• A meta-analysis of humor in advertising (2009, background): “Very funny ads seem to be liked best ( Woltman et al. 2004 ), and a positive impact on ABR should increase with the level of humor intensity in terms of perceived humor.”
• Funders' positive affective reactions to entrepreneurs' crowdfunding pitches: The influence of perceived product creativity and entrepreneurial passion (2017, methodology): “Following similar experimental studies (e.g., Elpers et al., 2003; Elpers et al., 2004), we employed stimuli taken directly from the domain of interest.”