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Journal of Professional Services Marketing Volume 21, 2000 - Issue 1
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Original Articles

Humorous Services Advertising: What Are the Roles of Sex, Appreciation of Humor, and Appropriateness of Humor?

Douglas L. Fugate PhD Western Kentucky University, Gordon Ford College of Business Administration, 1 Big Red Way, Bowling Green, KY, 42101-3576
,
Jerry B. Gotlieb PhD Western Kentucky University, Gordon Ford College of Business Administration, 1 Big Red Way, Bowling Green, KY, 42101-3576
&
Dawn Bolton DBA Western Kentucky University, Gordon Ford College of Business Administration, 1 Big Red Way, Bowling Green, KY, 42101-3576
Pages 9-22 | Published online: 24 Oct 2008

Citations (10)

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Read on this site (3)

Jonathan Ross Gilbert & Marla Royne Stafford. (2022) A Stitch in Time Saves Nine: Redressing a (Dis)Service to Advertising. Journal of Advertising 51:3, pages 276-293.
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James Mark Mayer, Piyush Kumar & Hye Jin Yoon. (2019) Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising. International Journal of Advertising 38:7, pages 1000-1024.
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FredK. Beard. (2008) Advertising and Audience Offense: The Role of Intentional Humor. Journal of Marketing Communications 14:1, pages 1-17.
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Articles from other publishers (7)

Taina Vuorela, Sari Alatalo, Eeva-Liisa Oikarinen & Anne Poutiainen. (2020) Young consumers' views on humorous BELFcommunication. Corporate Communications: An International Journal 26:2, pages 265-278.
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D. Scott Borden & L. Suzanne Suggs. (2019) Strategically Leveraging Humor in Social Marketing Campaigns. Social Marketing Quarterly 25:3, pages 193-208.
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Eeva-Liisa Oikarinen. 2017. Advances in Advertising Research (Vol. VII). Advances in Advertising Research (Vol. VII) 167 181 .
PIA HURMELINNA-LAUKKANEN, KWADWO ATTA-OWUSU & EEVA-LIISA OIKARINEN. (2016) YOU ARE JOKING, RIGHT? — CONNECTING HUMOUR TYPES TO INNOVATIVE BEHAVIOUR AND INNOVATION OUTPUT. International Journal of Innovation Management 20:08, pages 1640021.
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Yam B. Limbu, Bruce A. Huhmann & Robin T. Peterson. (2012) An examination of humor and endorser effects on consumers' responses to direct‐to‐consumer advertising. International Journal of Pharmaceutical and Healthcare Marketing 6:1, pages 23-38.
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Graeme Galloway. (2009) Humor and ad liking: Evidence that sensation seeking moderates the effects of incongruity-resolution humor. Psychology & Marketing 26:9, pages 779-792.
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Fred K. Beard & David Tarpenning. (2004) Humorous Advertising Concepts and Premises: Generation, Execution and Evaluation. Journal of Advertising Education 8:2, pages 17-32.
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