A Process Analysis of the Effects of Humorous Advertising Executions on Brand Claims Memory

By H. S. Krishnan, Dipankar Chakravarti. 2003

127 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Literature and Literary Theory, Social Psychology

View Paper: https://www.semanticscholar.org/paper/9ed77339fb0bd591b9c140d12979efa01bc023c0

How researchers see this paper

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

In Cognitive Neuroscience

1. Martin Eisend

In Literature and Literary Theory

1. Martin Eisend
2. Linda D. Hollebeek
3. Johannes Knoll
4. Jörg Matthes

In Social Psychology

1. Sarah J. Tracy
2. Martin Eisend
3. Linda D. Hollebeek
4. Michelle R. Tuckey
5. Renae M. Hayward
6. James Weber
7. Johannes Knoll
8. Jörg Matthes

Citations in the corpus

• Cracking Jokes and Crafting Selves: Sensemaking and Identity Management Among Human Service Workers (2006, background): “The memory of humorous messages is more detailed, more easily recalled (Demorest, Siberstein, Gardner, & Winner, 1984; Dixon, Wingham, Strano, & Chandler, 1989; Schmidt, 1994) and considered more relevant (Krishnan & Chakravarti, 2003) than messages that are not funny.”
• A meta-analysis of humor in advertising (2009, methodology): “Another reason relates to method changes and improvements; data collection methods and analytical methods have been improved over the years, leading to stronger effect sizes ( Kayande and Bhargava 1994 ).”
• How humor in advertising works: A meta-analytic test of alternative models (2011, background): “Consumers may generate counterarguments when they face a persuasion attempt, which is usually the case when they are exposed to advertising (Krishnan and Chakravarti 2003; Nelson et al. 1985).”