When Does Humor Enhance or Inhibit Ad Responses? - The Moderating Role Of The Need For Humor

By T. Cline, Moses B. Altsech, James J. Kellaris. 2003

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Predicting the Consumption of Political TV Satire: Affinity for Political Humor, The Daily Show, and The Colbert Report (2011, background): “Other fields have attempted to develop scales to measure an individual’s sense of humor (e.g., Thorson & Powell, 1993) and an individual’s propensity to seek out humorous content (e.g., Cline, 1997; Cline et al., 2003).”
Emotional Information Management and Responses to Emotional Appeals (2011, background): “The existing literature on responses to emotional appeals suggests that emotions have a direct effect on A ad (Burke and Edell 1989; Cline, Altsech, and Kellaris 2003); therefore, we evaluate a direct link between empathy—as the output of the EIM model—and A ad .”
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).”