Responses to Humorous Advertising: The Moderating Effect of Need for Cognition

References

• Alden , Dana L. and Hoyer , Wayne D. 1993 . “An Examination of Cognitive Factors Related to Humorousness in Television Advertising,” . Journal of Advertising , 22 ( June ) : 29 – 37 .
   Web of Science ®Google Scholar
• Andrews , Craig J. and Shimp , Terence A. 1990 . “Effects of Involvement, Argument Strength, and Source Characteristics on Central and Peripheral Processing of Advertising,” . Psychology & Marketing , 7 ( Fall ) : 195 – 214 .
   Google Scholar
• Baron , Reuben M. and Kenny , David A. 1986 . “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” . Journal of Personality and Social Psychology , 51 ( December ) : 1173 – 82 .
   PubMed Web of Science ®Google Scholar
• Batra , Rajeev and Ray , Michael L. 1986 . “Affective Responses Mediating Acceptance of Advertising,” . Journal of Consumer Research , 13 ( September ) : 234 – 49 .
   Web of Science ®Google Scholar
• Batra , Rajeev and Stayman , Douglas M. 1990 . “The Role of Mood in Advertising Effectiveness,” . Journal of Consumer Research , 17 ( September ) : 203 – 14 .
   Web of Science ®Google Scholar
• Belch , George E. and Belch , Michael A. 1984 . “An Investigation of the Effects of Repetition on Cognitive and Affective Reactions to Humorous and Serious TV Commercials,” . In Advances in Consumer Research , Edited by: Kinnear , Thomas C. Vol. 11 , 4 – 10 . Provo , UT : Association for Consumer Research .
   Google Scholar
• Brock , Timothy C. 1967 . “Communication Discrepancy and Intent to Persuade as Determinants of Counterargument Production,” . Journal of Experimental Social Psychology , 3 ( July ) : 296 – 309 .
   Web of Science ®Google Scholar
• Brown , Steven P. and Stayman , Douglas M. 1992 . “Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis,” . Journal of Consumer Research , 19 ( June ) : 34 – 51 .
   Web of Science ®Google Scholar
• Cacioppo , John T. and Petty , Richard E. 1981 . “Social Psychological Procedures for Cognitive Response Assessment: The Thought-Listing Technique,” . In Cognitive Assessment , Edited by: Merluzzi , T. , Glass , C. and Genest , M. 309 – 42 . New York : Guilford .
   Google Scholar
• Cacioppo , John T. and Petty , Richard E. 1982 . “The Need for Cognition,” . Journal of Personality and Social Psychology , 42 ( January ) : 116 – 31 .
   Web of Science ®Google Scholar
• Cacioppo , John T. and Morris , Katherine J. 1983 . “Effects of Need for Cognition on Message Evaluation, Recall, and Persuasion,” . Journal of Personality and Social Psychology , 45 ( October ) : 805 – 18 .
   Web of Science ®Google Scholar
• Cacioppo , John T. and Kao , Chuan Feng . 1984 . “The Efficient Assessment of Need for Cognition,” . Journal of Personality Assessment , 48 ( 3 ) : 306 – 307 .
   PubMed Web of Science ®Google Scholar
• Cacioppo , John T. and Rodriguez , Regina . 1986 . “Central and Peripheral Routes to Persuasion: An Individual Difference Perspective,” . Journal of Personality and Social Psychology , 51 ( November ) : 1032 – 43 .
   Web of Science ®Google Scholar
• Cantor , Joanne and Venus , Pat . 1980 . “The Effect of Humor on Recall of a Radio Advertisement,” . Journal of Broadcasting , 24 ( Winter ) : 13 – 22 .
   Web of Science ®Google Scholar
• Chattopadhyay , Amitava and Basu , Kunal . 1990 . “Humor in Advertising: The Moderating Role of Prior Brand Evaluation,” . Journal of Marketing Research , 27 ( November ) : 466 – 76 .
   Web of Science ®Google Scholar
• Cohen , Arthur R. , Stotland , Ezra and Wolfe , Donald M. 1955 . “An Experimental Investigation of Need for Cognition,” . Journal of Abnormal and Social Psychology , 51 : 291 – 94 .
   Google Scholar
• Droge , Cornelia . 1989 . “Shaping the Route to Attitude Change: Central Versus Peripheral Processing Through Comparative Versus Noncomparative Advertising,” . Journal of Marketing Research , 26 ( May ) : 193 – 204 .
   Web of Science ®Google Scholar
• Duncan , Calvin P. and Nelson , James E. 1985 . “Effects of Humor in a Radio Advertising Experiment,” . Journal of Advertising , 14 ( 2 ) : 33 – 40 . 64
   Web of Science ®Google Scholar
• Gardner , Meryl . 1985 . “Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set?” . Journal of Marketing Research , 22 ( May ) : 281 – 300 .
   Google Scholar
• Gelb , Betsy D. and Pickett , Charles M. 1983 . “Attitude-Toward-The-Ad: Links to Humor and to Advertising Effectiveness,” . Journal of Advertising , 12 ( 2 ) : 34 – 42 .
   Google Scholar
• Gelb , Betsy D. and Zinkhan , George M. 1986 . “Humor and Advertising Effectiveness After Repeated Exposures to a Radio Commercial,” . Journal of Advertising , 15 ( 2 ) : 15 – 20 . 34
   Web of Science ®Google Scholar
• Greenwald , Anthony G. 1968 . “Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change,” . In Psychological Foundations of Attitudes , Edited by: Greenwald , A. G. , Brock , T. and Ostrom , T. M. 148 – 70 . New York : Academic Press, Inc. .
   Google Scholar
• Haugtvedt , Curtis and Petty , Richard E. 1992 . “Personality and Persuasion: Need for Cognition Moderates the Persistence and Resistance of Attitude Changes,” . Journal of Personality and Social Psychology , 63 ( August ) : 308 – 19 .
   Web of Science ®Google Scholar
• Haugtvedt , Curtis and Cacioppo , John T. 1992 . “Need for Cognition and Attitude Change: Understanding the Role of Personality Variables in Advertising,” . Journal of Consumer Psychology , 1 ( 3 ) : 239 – 260 .
   Google Scholar
• Homer , Pamela M. 1990 . “The Mediating Role of Attitude toward the Ad: Some Additional Evidence,” . Journal of Marketing Research , 27 ( February ) : 78 – 86 .
   Google Scholar
• Hovland , Carl Iver and Janis , Irving L. 1959 . Personality and Persuasibility , New Haven , CT : Yale University Press .
   Google Scholar
• Lammers , Bruce H. 1991 . “Moderating Influence of Self- Monitoring and Gender on Responses to Humorous Advertising,” . Journal of Social Psychology , 131 ( February ) : 57 – 69 .
   Web of Science ®Google Scholar
• Lord , Kenneth R. , Lee , Myung-Soo and Sauer , Paul L. 1995 . “The Combined Influence Hypothesis: Central and Peripheral Antecedents of Attitude Toward the Ad,” . Journal of Advertising , 24 ( March ) : 73 – 85 .
   Web of Science ®Google Scholar
• Lutz , Richard J. 1985 . “Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework,” . In Psychological Processes and Advertising Effects: Theory, Research, and Applications , Edited by: Alwitt , L. F. and Mitchell , A. A. 45 – 56 . Hillsdale , NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Lutz , Richard J. , MacKenzie , Scott B. and Belch , George E. 1983 . “Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences,” . In Advances in Consumer Research , Edited by: Bogozzi , Richard P. and Tybout , A. M. 532 – 9 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• MacKenzie , Scott B. and Lutz , Richard J. 1989 . “An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context,” . Journal of Marketing , 53 ( April ) : 48 – 56 .
   Web of Science ®Google Scholar
• MacKenzie , Scott B. and Belch , George E. 1986 . “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” . Journal of Marketing Research , 23 ( May ) : 130 – 143 .
   Web of Science ®Google Scholar
• Madden , Thomas J. , Allen , Chris T. and Twible , Jacquelyn L. 1988 . “Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing ‘Sets,’” . Journal of Marketing Research , 25 ( August ) : 242 – 52 .
   Google Scholar
• Madden , Thomas J. and Weinberger , Marc C. 1982 . “The Effects of Humor on Attention in Magazine Advertising,” . Journal of Advertising , 11 ( 3 ) : 8 – 14 .
   Google Scholar
• Miniard , Paul W. , Bhatla , Sunil and Rose , Randall L. 1990 . “On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis,” . Journal of Marketing Research , 27 ( August ) : 290 – 303 .
   Google Scholar
• Mitchell , Andrew A. and Olson , Jerry C. 1981 . “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?” . Journal of Consumer Research , 18 ( August ) : 318 – 32 .
   Google Scholar
• Nelson , James E. 1987 . “Comment on ‘Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial’” . Journal of Advertising , 16 ( 1 ) : 63 – 65 .
   Web of Science ®Google Scholar
• Park , Whan C. and Young , S. Mark . 1986 . “Consumer Response to Television Commercials: The impact of Involvement and Background Music on Brand Attitude Formation,” . Journal of Marketing Research , 23 ( February ) : 11 – 24 .
   Google Scholar
• Petty , Richard E. and Cacioppo , John T. 1986 . The Elaboration Likelihood Model of Persuasion , NY : Springer Verlag .
   Google Scholar
• Petty , Richard E. and Schumann , David . 1983 . “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” . Journal of Consumer Research , 10 ( September ) : 135 – 46 .
   Web of Science ®Google Scholar
• Shimp , Terence A. 1981 . “Attitude Toward the Ad as a Mediator of Consumer Brand Choice,” . Journal of Advertising , 10 ( 2 ) : 9 – 15 .
   Google Scholar
• Speck , Paul Surgi . 1991 . “The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads,” . In Current Issues and Research in Advertising , Edited by: Leigh , J. H. and Martin , Claude R. Jr. Vol. 13 , 1 – 44 . Ann Arbor , MI : Division of Research, Michigan Business School, University of Michigan . (Nos. 1 & 2)
   Google Scholar
• Sternthal , Brian and Craig , C. Samuel . 1973 . “Humor in Advertising,” . Journal of Marketing , 37 ( October ) : 12 – 18 .
   Web of Science ®Google Scholar
• Sutherland , John C. and Middleton , Lisa A. “The Effect of Humor on Advertising Credibility and Recall of the Advertising Message,” . Proceedings of the 1983 Convention of the American Academy of Advertising . Edited by: Jugenheimer , D. W. pp. 17 – 21 . Lawrence , KS : William Allen White School of Journalism and Mass Communications, University of Kansas .
   Google Scholar
• Vaughn , Richard . 1980 . “How Advertising Works: A Planning Model,” . Journal of Advertising Research , 20 ( October ) : 27 – 33 .
   Google Scholar
• Vaughn , Richard . 1986 . “How Advertising Works: A Planning Model Revisited,” . Journal of Advertising Research , 26 ( February/March ) : 57 – 66 .
   Google Scholar
• Weinberger , Marc G. and Campbell , Leland . 1990–91 . “The Use of Humor in Radio Advertising,” . Journal of Advertising Research , 31 ( December/January ) : 44 – 52 .
   Google Scholar
• Weinberger , Marc G. and Gulas , Charles S. 1992 . “The Impact of Humor in Advertising: A Review,” . Journal of Advertising , 21 ( December ) : 35 – 59 .
   Web of Science ®Google Scholar
• Yi , Youjae . 1990 . “Cognitive and Affective Priming Effects of the Context for Print Advertisements,” . Journal of Advertising , 19 ( June ) : 40 – 48 .
   Web of Science ®Google Scholar
• Zhang , Yong and Zinkhan , George M. 1994 . “Audience Involvement and Persuasion in Humorous Advertising,” , University of Houston . working paper
   Google Scholar
• Zinkhan , George M. and Gelb , Betsy D. 1990 . “Repetition, Social Setting, Perceived Humor and Wearout,” . In Advances in Consumer Research , Edited by: Goldberg , M. , Gorn , G. and Pollay , R. W. Vol. 17 , 438 – 41 . Provo , UT : Association for Consumer Research .
   Google Scholar