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Journal of Advertising Volume 14, 1985 - Issue 4
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Original Articles

The Effect of Repetition on Humor in a Radio Advertising Study

Betsy D. Gelb
&
George M. Zinkhan
Pages 13-68 | Received 13 Aug 1985, Accepted 17 Sep 1985, Published online: 29 May 2013

Citations (37)

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Read on this site (16)

Susanne Schmidt & Martin Eisend. (2015) Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising. Journal of Advertising 44:4, pages 415-428.
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Madelijn Strick, Rob W. Holland, Rick B. van Baaren, Ad van Knippenberg & Ap Dijksterhuis. (2013) Humour in advertising: An associative processing model. European Review of Social Psychology 24:1, pages 32-69.
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Fong Yee Chan. (2011) Selling through entertaining: The effect of humour in television advertising in Hong Kong. Journal of Marketing Communications 17:5, pages 319-336.
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Thomas W. Cline, James J. Kellaris & Karen A. Machleit. (2011) Consumers' need for levity in advertising communications. Journal of Marketing Communications 17:1, pages 17-35.
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ThomasW. Cline & JamesJ. Kellaris. (2007) The Influence of Humor Strength and Humor—Message Relatedness on Ad Memorability: A Dual Process Model. Journal of Advertising 36:1, pages 55-67.
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Sara Spoelders & Rita Claes. (2006) Creative Advertisements for the Cinderella Medium: The Case of Flanders, Belgium. Journal of Radio Studies 13:1, pages 68-88.
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DouglasL. Fugate, JerryB. Gotlieb & Dawn Bolton. (2000) Humorous Services Advertising: What Are the Roles of Sex, Appreciation of Humor, and Appropriateness of Humor?. Journal of Professional Services Marketing 21:1, pages 9-22.
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DanaL. Alden, Ashesh Mukherjee & WayneD. Hoyer. (2000) The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising. Journal of Advertising 29:2, pages 1-15.
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John Morkes, Hadyn K. Kernal & Clifford Nass. (1999) Effects of Humor in Task-Oriented Human-Computer Interaction and Computer-Mediated Communication: A Direct Test of SRCT Theory. Human–Computer Interaction 14:4, pages 395-435.
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Anne M. Lavack. (1999) Message Content of Alcohol Moderation TV Commercials: Impact of Corporate versus Nonprofit Sponsorship. Health Marketing Quarterly 16:4, pages 15-31.
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AnneM. Lavack. (1999) Message Content of Alcohol Moderation TV Commercials. Health Marketing Quarterly 16:4, pages 15-31.
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MarcG. Weinberger & CharlesS. Gulas. (1992) The Impact of Humor in Advertising: A Review. Journal of Advertising 21:4, pages 35-59.
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Minhi Hahn, C. Whan Park & DeborahJ. Macinnis. (1992) The Adaptive Information Processing Hypothesis: Accounting for the V-Shaped Advertising Response Function. Journal of Advertising 21:2, pages 37-46.
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Paul Surgi Speck. (1991) The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads. Current Issues and Research in Advertising 13:1-2, pages 1-44.
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BetsyD. Gelb & GeorgeM. Zinkhan. (1986) Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial. Journal of Advertising 15:2, pages 15-34.
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Nelson B. Amaral & Joseph P. Redden. Battle of the Brand: Brand Attachment Inoculates Against the Negative Effects of Ad Repetition. Journal of Advertising 0:0, pages 1-16.
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Articles from other publishers (21)

Souyoung Yang, Souyoung Yang, Jeeyoun Kim & Jeeyoun Kim. (2024) Consumer Reactions to YouTube Humor Ads by Type. Archives of Design Research 37:1, pages 319-337.
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Liu Liu & Huan Chen. (2019) Balancing impressiveness and favorability: A qualitative study on an emerging type of advertising in China. Global Media and China 4:4, pages 477-492.
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Ann Kronrod & Joel Huber. (2019) Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference. International Journal of Research in Marketing 36:2, pages 306-324.
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Yi-Ching Hsieh, Hung-Chang Chiu, Yun-Chia Tang & Chen-Hao Liu. (2017) Understanding the influences of story elements in service businesses. Service Business 12:3, pages 601-619.
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Martin Eisend & Alfred Kuß. 2018. Handbuch Techniken der Kommunikation. Handbuch Techniken der Kommunikation 343 354 .
박은영. (2016) The Effect of the Regulatory Fit and Ad Repetition on Advertisement Evaluation. Journal of Product Research 34:4, pages 151-160.
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Martin Eisend & Alfred Kuß. 2016. Handbuch Sozialtechniken der Kommunikation. Handbuch Sozialtechniken der Kommunikation 1 12 .
Pascale Ezan. 2015. Digital natives. Digital natives 207 234 .
Niels Neudecker, Franz‐Rudolf Esch, Tobias Schaefers & Sandro Valussi. (2014) Message Reframing in Advertising. Psychology & Marketing 31:11, pages 946-957.
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Kevin Lehnert, Brian D. Till & Brad D. Carlson. (2015) Advertising creativity and repetition. International Journal of Advertising 32:2, pages 211-231.
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Sonia CapelliWilliam SabadieOlivier Trendel. (2016) Using Humor or Fear Appeal: The Moderating Role of the Source's Attractiveness and the Source's Communication Habits in an Electoral Campaign. Recherche et Applications en Marketing (English Edition) 27:2, pages 21-43.
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Sonia CapelliWilliam SabadieOlivier Trendel. (2012) Faire rire ou faire peur ? Le rôle modérateur de l'attractivité de la source et de ses habitudes de communication lors d'une campagne électorale. Recherche et Applications en Marketing (French Edition) 27:2, pages 21-43.
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Youngshin Sung, 김운섭, 김보경 & 김학진. (2009) Neural network correlation for the effect of humor sensitivity and repetition. The Korean Journal of Consumer and Advertising Psychology 10:2, pages 275-298.
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Martin Eisend & Alfred Kuß. 2009. Handbuch Kommunikation. Handbuch Kommunikation 629 644 .
ChangHyun Jin & Jorge Villegas. (2007) The effect of the placement of the product in film: Consumers' emotional responses to humorous stimuli and prior brand evaluation. Journal of Targeting, Measurement and Analysis for Marketing 15:4, pages 244-255.
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Deborah J. Macinnis, Ambar G. Rao & Allen M. Weiss. (2018) Assessing When Increased Media Weight of Real-World Advertisements Helps Sales. Journal of Marketing Research 39:4, pages 391-407.
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Harald Erbeldinger & Christoph Kochhan. 1998. Die umworbene Gesellschaft. Die umworbene Gesellschaft 141 177 .
CLAIRE E. NORRIS & ANDREW M. COLMAN. (1999) Context Effects of Radio Programming on Cognitive Processing of Embedded Advertisements. Applied Cognitive Psychology 10:6, pages 473-486.
Crossref
Dana L. AldenWayne D. HoyerChol Lee. (2018) Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis. Journal of Marketing 57:2, pages 64-75.
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Glenn E. Weisfeld. (1993) The adaptive value of humor and laughter. Ethology and Sociobiology 14:2, pages 141-169.
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Sanjeet Singh, Gagan Deep Sharma & Gurpreet Singh. (2011) Effect of the TV Advertisement on Brand. SSRN Electronic Journal.
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