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Journal of Advertising Volume 15, 1986 - Issue 2
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Original Articles

Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial

Betsy D. Gelb
&
George M. Zinkhan
Pages 15-34 | Received 27 Dec 1985, Accepted 26 Feb 1986, Published online: 29 May 2013

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Marla Royne Stafford, Itai Himelboim, Dror Walter & Yotam Ophir. (2023) The evolution of advertising research through four decades: a computational analysis of themes, topics and methods. International Journal of Advertising 42:1, pages 18-41.
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Guolan Yang. (2022) Using Funny Memes for Social Media Marketing: The Moderating Role of Bandwagon Cues. Journal of Promotion Management 28:7, pages 944-960.
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Ilan Manor. (2021) The Russians are Laughing! The Russians are Laughing! How Russian Diplomats Employ Humour in Online Public Diplomacy. Global Society 35:1, pages 61-83.
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Małgorzata Karpińska-Krakowiak & Artur Modliński. (2018) The Effects of Pranks in Social Media on Brands. Journal of Computer Information Systems 58:3, pages 282-290.
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Irina Alexandra Iles & Xiaoli Nan. (2017) It’s no laughing matter: An exploratory study of the use of ironic versus sarcastic humor in health-related advertising messages. Health Marketing Quarterly 34:3, pages 187-201.
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Jiyoung Cha. (2016) Product placement in movies: perspectives from motion picture firms. Journal of Media Business Studies 13:2, pages 95-116.
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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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Irene Roozen. (2013) The impact of emotional appeal and the media context on the effectiveness of commercials for not-for-profit and for-profit brands. Journal of Marketing Communications 19:3, pages 198-214.
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Hwiman Chung & Xinshu Zhao. (2011) The Effects of Humor on Ad Processing: Mediating Role of Brand Familiarity. Journal of Promotion Management 17:1, pages 76-95.
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Yong Zhang & GeorgeM. Zinkhan. (2006) Responses to Humorous ADS: Does Audience Involvement Matter?. Journal of Advertising 35:4, pages 113-127.
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Ka-shing Woo, HenryK. Y. Fock & MichaelK. M. Hui. (2006) An Analysis of Endorsement Effects in Affinity Marketing: The Case for Affinity Credit Cards. Journal of Advertising 35:3, pages 103-113.
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Lee Chun Wah. (2005) Cultural Influences in Television Commercials. Journal of Promotion Management 12:1, pages 57-84.
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Karen Flaherty, MarcG. Weinberger & CharlesS. Gulas. (2004) The Impact of Perceived Humor, Product Type, and Humor Style in Radio Advertising. Journal of Current Issues & Research in Advertising 26:1, pages 25-36.
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Chanthika Pornpitakpan & Tze Ke Jason Tan. (2000) The Influence of Incongruity on the Effectiveness of Humorous Advertisements. Journal of International Consumer Marketing 12:3, pages 27-44.
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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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Yong Zhang. (1996) Responses to Humorous Advertising: The Moderating Effect of Need for Cognition. Journal of Advertising 25:1, pages 15-32.
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DanaL. Alden & WayneD. Hoyer. (1993) An Examination of Cognitive Factors Related to Humorousness in Television Advertising. Journal of Advertising 22:2, pages 29-37.
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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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Larry Percy & JohnR. Rossiter. (1992) Advertising Stimulus Effects: A Review. Journal of Current Issues & Research in Advertising 14:1, pages 75-90.
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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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BarbaraB. Stern. (1990) Pleasure and Persuasion in Advertising: Rhetorical Irony as a Humor Technique. Current Issues and Research in Advertising 12:1-2, pages 25-42.
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GeorgeM. Zinkhan & BetsyD. Gelb. (1987) Humor and Advertising Effectiveness Reexamined. Journal of Advertising 16:1, pages 66-68.
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JamesE. Nelson. (1987) Comment on “Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial”. Journal of Advertising 16:1, pages 63-65.
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Articles from other publishers (36)

Christian Barney & Carol L. Esmark Jones. (2022) Laughing in the face of embarrassment: Humorous marketing messages, excitement, and embarrassing products in retail. Psychology & Marketing 40:5, pages 979-994.
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Ying Zhu, Valerie Lynette Wang, Yong J. Wang & Joicey J. Wei. (2021) How to craft humorous advertisements across diverse cultures? Multi‐country insights from Brazilian, Chinese and American consumers. International Journal of Consumer Studies 46:3, pages 716-730.
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Hsuju Teng, Chi-Feng Lo & Hsin-Hui Lee. (2021) How do internet memes affect brand image?. Online Information Review 46:2, pages 304-318.
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Edwin Agwu. (2022) Strategic Importance of Humorous Advertisement on Consumer Purchase Decisions. International Journal of Innovation in the Digital Economy 13:1, pages 1-18.
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Christian HomburgChristian Homburg. 2020. Marketingmanagement. Marketingmanagement 25 152 .
Jennifer Algie & Nicole Mead. 2019. Social Marketing in Action. Social Marketing in Action 93 110 .
S. Umit KucukS. Umit Kucuk. 2019. Brand Hate. Brand Hate 129 161 .
. 2018. The Psychology of Humor. The Psychology of Humor 373 510 .
Kapil Khandeparkar & Abhishek. (2017) Influence of media context on humorous advertising effectiveness. Marketing Intelligence & Planning 35:2, pages 259-276.
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Fabian A. Ryffel. 2016. Handbuch Werbeforschung. Handbuch Werbeforschung 473 492 .
S. Umit KucukS. Umit Kucuk. 2016. Brand Hate. Brand Hate 93 124 .
Jody C Baumgartner & Jonathan S. Morris. (2015) The “Crossfire Approach”: Attracting Political Science Majors in Large-Lecture Sections of Introductory Courses. PS: Political Science & Politics 48:04, pages 612-616.
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Jody C Baumgartner. (2013) Internet Political Ads in 2012. Social Science Computer Review 31:5, pages 601-613.
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Bruce A. Huhmann & Pia A. Albinsson. (2012) Does rhetoric impact advertising effectiveness with liking controlled?. European Journal of Marketing 46:11/12, pages 1476-1500.
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Christian HomburgChristian Homburg. 2012. Marketingmanagement. Marketingmanagement 25 138 .
Uta Schwarz. (2010) Differenzierung oder Standardisierung humorvoller Werbung?. der markt 50:3, pages 157-170.
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Masanobu Takahashi & Tomoyoshi Inoue. (2009) The effects of humor on memory for non-sensical pictures. Acta Psychologica 132:1, pages 80-84.
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Martin Eisend. (2008) A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science 37:2, pages 191-203.
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Jochim Hansen, Madelijn Strick, Rick B. van Baaren, Mirjam Hooghuis & Daniël H. J. Wigboldus. (2009) Exploring memory for product names advertised with humour. Journal of Consumer Behaviour 8:2-3, pages 135-148.
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Sanjeev Verma. (2009) Do All Advertising Appeals Influence Consumer Purchase Decision. Global Business Review 10:1, pages 33-43.
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Jorge Villegas & Aarambh Shah. (2009) The Price of Laughter: Differences Between Hispanic Groups' Responses to the Use of Humor in Financial Services Advertising. Family and Consumer Sciences Research Journal 37:1, pages 39-51.
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. 2007. The Psychology of Humor. The Psychology of Humor 373 420 .
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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Stephen R. Schmidt & Alan R. Williams. (2001) Memory for humorous cartoons. Memory & Cognition 29:2, pages 305-311.
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Thomas W. Cline & James J. Kellaris. (1999) The joint impact of humor and argument strength in a print advertising context: A case for weaker arguments. Psychology and Marketing 16:1, pages 69-86.
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Douglas L. Fugate. (1998) The advertising of services: what is an appropriate role for humor?. Journal of Services Marketing 12:6, pages 453-472.
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Harald Erbeldinger & Christoph Kochhan. 1998. Die umworbene Gesellschaft. Die umworbene Gesellschaft 141 177 .
Richard Vézina & Olivia Paul. (1997) Provocation in advertising: A conceptualization and an empirical assessment. International Journal of Research in Marketing 14:2, pages 177-192.
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Ute NawratilUte Nawratil. 1997. Glaubwürdigkeit in der sozialen Kommunikation. Glaubwürdigkeit in der sozialen Kommunikation 44 133 .
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.
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Barbara B. Stern. (1996) Advertising comedy in electronic drama. European Journal of Marketing 30:9, pages 37-59.
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Yong Zhang. (1996) The effect of humor in advertising: An individual-difference perspective. Psychology and Marketing 13:6, pages 531-545.
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Douglas M. Stayman & David A. Aaker. (2006) Continuous measurement of self‐report of emotional response. Psychology & Marketing 10:3, pages 199-214.
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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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Lynette S. McCullough & Ronald K. Taylor. (1993) Humor in American, British, and German ads. Industrial Marketing Management 22:1, pages 17-28.
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Amitava ChattopadhyayKunal Basu. (2018) Humor in Advertising: The Moderating Role of Prior Brand Evaluation. Journal of Marketing Research 27:4, pages 466-476.
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