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Abstract
This study examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to commercials shown during the Super Bowl. Positive and significant relationships between humorous advertisements on memory and attitude were found through multiple regression analysis. Furthermore, results show that humorous advertisements are more effective in low-involvement products in terms of memory and attitude towards the advertisement.
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Notes on contributors
Hwiman Chung
Hwiman Chung received his Ph.D. from the University of North Carolina at Chapel Hill. He has worked as an ad agency account executive, handling diverse clients ranging from a cosmetic company to an airline. His major interest is in consumer behaviour in the new media environment, with a particular focus on structure and design issues in www advertising.
Xinshu Zhao
Xinshu Zhao received his Ph.D. from University of Wisconsin, Madison. His areas of research interest are Super Bowl advertising, public opinion, and consumer behaviour in the new media environment. His research papers have appeared in many industry journals.
