Humor in Advertising: A Comprehensive Analysis

By Charles S. Gulas, Marc G. Weinberger. 2006

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Humor, Comedy, and Consumer Behavior (2018, background): “Just as humorous advertising helps marketers capture attention but may not affect sales (Eisend 2009; Gulas and Weinberger 2006), the effects of humor appreciation and comedy production on the outcome of a consumption experience similarly depend on the goal that the consumer is pursuing.”
How humor in advertising works: A meta-analytic test of alternative models (2011, background): “Previous research is far from unambiguously supporting either model (Gulas and Weinberger 2006), and some of the underlying mechanisms even assume contradictory effects.”
The impact of advertising on patrons' emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal (2011, background): “…is more emphasized more now than ever before in teleision commercials as technology, such as remote control channel hanging (zapping) and fast forwarding (zipping), has allowed conumers to change channels more easily whenever advertising does ot interest them (Gulas and Weinberger, 2006).”