A meta-analysis of humor in advertising

By Martin Eisend. 2009

476 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Social Psychology

View Paper: https://www.semanticscholar.org/paper/42c07f9f81c0e83cbff91afa697d94cf430ae508

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

In Literature and Literary Theory

In Social Psychology

Citations in the corpus

The Customer Engagement/Value Interface: An Exploratory Investigation (2013, background): “Hence a curvilinear (rather than linear), relationship is proposed to exist between CE and CV. Curvilinear associations have also been observed for fear and humour appeals used in advertising (Eisend, 2009; Tanner et al., 1991).”
How humor in advertising works: A meta-analytic test of alternative models (2011, methodology): “The meta-analysis by Eisend (2009) applies a randomeffects approach with sample-size weights as well as correction procedures for measurement errors and artificial dichotomization of the independent variable.”
Humor, Comedy, and Consumer Behavior (2018, background): “Comedy Production Influences Communication Effectiveness Although most research on humorous persuasive attempts is in the area of advertising (Eisend 2009; Gulas and Weinberger 2006), consumers are not simply passive recipients of comedic messages articulated by others.”
The vampire effect: When do celebrity endorsers harm brand recall? (2015, unknown): “…studies observe a negative effect (Alexander & Judd, 1978; Soley & Kurzbard, 1986; Sutherland & Middleton, 1983), whereas others fail to confirm this effect, find no effects of humorous compared with non-humorous messages (Eisend, 2009), or even reveal positive effects (Stewart & Furse, 2000).”
The effectiveness of celebrity endorsements: a meta-analysis (2016, methodology): “The ratio of effect sizes (367) to the number of studies (46) is the rule rather than the exception when analyzing various dependent variables (Eisend 2006, 2009; Szymanski et al. 1995).”
The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators (2011, background): “A previous meta-analysis indeed supported the fact that the strength of the effect size increases for realistic advertising messages over artificial ones, because the effect of the message manipulation becomes stronger ( Eisend 2009 ).”
The impact of leader's humor on employees' psychological empowerment: the moderating role of tenure (2011, background): “That is, comprehension of humor requires cognitive abilities (Eisend, 2009) and some positive emotional and social contextual factors, such as a warm atmosphere (Rothbart, 1976) and communicator’s identification with one’s audience (Meyer, 2000).”
Demystifying customer brand engagement: Exploring the loyalty nexus (2011, background): “Such curvilinear association has also been observed for fear and humour appeals used in advertising (Eisend, 2009; Tanner, Hunt, & Eppright, 1991).”
Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness (2014, background): “It has been shown that humor positively influences cognitive, affective, and behavioral responses (e.g., Cline, Altsech, and Kellaris 2003; Eisend 2009; Weinberger and Gulas 1992; Zinkhan and Gelb 1987).”
Humor in the classroom: the effects of integrated humor on student learning (2018, background): “, Hauck & Thomas, 1972; Kaplan & Pascoe, 1977; Schmidt, 1994), and that humor can impact the attention and positive affect related to the information being presented (Eisend, 2009).”