Using different advertising humor appeals to generate firm-level warmth and competence impressions

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Using different advertising humor appeals to generate firm-level warmth and competence impressions

Academic Journal

Hoang, Chi | Knöferle, Klemens | Warlop, Luk

Langue: English

Publication year: 01/12/2023

EAN Papier: 10.1016/j.ijresmar.2023.08.002

Highlights •The effects of advertising humor on firm impressions vary across humor formats.•An incongruity resolution humor appeal enhances perceptions of the firm’s competence.•A tension relief humor appeal enhances perceptions of the firm’s warmth.•Humorous disparagement (toward self or others) enhances neither firm impressions.

Using different advertising humor appeals to generate firm-level warmth and competence impressions

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