The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

By Dana L. Alden, Ashesh Mukherjee, Wayne D. Hoyer. 2000

311 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/619c9e290755db9bda2e08473ac69a50d46d5c59

How researchers see this paper

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

In Experimental and Cognitive Psychology

1. Martin Eisend
2. A. P. Mcgraw
3. A. Barsky
4. Caleb Warren
5. T. Cline
6. James J. Kellaris

In Marketing

1. Julia Plagemann
2. Julia Sollwedel
3. Michelle R. Nelson
4. Martin Waiguny
5. Martin Eisend
6. Bernhard Marko
7. A. P. Mcgraw
8. Viriya Taecharungroj

In Social Psychology

1. Martin Eisend
2. A. P. Mcgraw
3. Caleb Warren
4. A. Barsky
5. Julia Plagemann
6. Julia Sollwedel
7. Bernhard Marko
8. Martin Waiguny

Citations in the corpus

• How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over (2013, background): “…is typically used to describe these effects through the classic “how attitude toward the advertisement (Aad) affects attitude toward the brand (Ab)” relationship (Alden, Mukherjee, and Hoyer 2000; Brown and Stayman 1992; Fennis and Bakker 2001; Machleit and Wilson 1988; McKenzie and Richard 1989).”
• Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness (2014, background): “The theoretical background for the generation of humor and how humor is possibly related to stereotyping refers to the concept of incongruity solution (e.g., Alden, Mukherjee, and Hoyer 2000).”
• 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).”
• Humour 2.0: Styles and Types of Humour and Virality of Memes on Facebook (2015, background): “Surprise is an important element of humour (Alden et al., 2000) along with other variables, such as warmth, ease of resolution and playfulness (Hübler & Bell, 2003).”
• The Influence of Humor Strength and Humor—Message Relatedness on Ad Memorability: A Dual Process Model (2007, methodology): “In addition, Weinberger et al. (1995) find that the category comprising coffee in their Product Color Matrix had the highest incidence of humor for magazine ads and uniformly positive humor effects on three Starch scores: “Noted” (initial attention), “Seen-Associated” (aided-brand”
• Humor, Comedy, and Consumer Behavior (2018, background): “Humor appreciation is linked not only to the relatively positive appraisal that something is nonserious or benign, but also to the potentially negative appraisal that something is incongruous or even threatening (Alden et al. 2000; McGraw et al. 2012; Warren and McGraw 2016b).”