How humor in advertising works: A meta-analytic test of alternative models

By Martin Eisend. 2011

206 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Social Psychology

View Paper: https://www.semanticscholar.org/paper/428906e6f2e1717205a82c527601ca43be4d3524

How researchers see this paper

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

In Literature and Literary Theory

1. A. P. Mcgraw
2. A. Barsky
3. Caleb Warren
4. E. Tan

In Social Psychology

1. A. P. Mcgraw
2. A. Barsky
3. Caleb Warren
4. E. Tan
5. P. Lewinski

Citations in the corpus

• Predicting advertising effectiveness by facial expressions in response to amusing persuasive stimuli. (2014, background): “However, we acknowledge, based on Eisend’s (2011) review that other variables also are sources of the variance in both AAD and AB, including humor, brand- and ad- related positive and negative cognitive responses.”
• Humor, Comedy, and Consumer Behavior (2018, background): “Humorous messages increase positive emotional reactions in the audience (i.e., mood enhancement), which enhances persuasion (Eisend 2011)—especially for an audience unable or unwilling to carefully process information (Zhang 1996; Zhang and Zinkhan 2006).”