RESPONSES TO HUMOROUS ADVERTISING - THE MODERATING EFFECT OF NEED FORCOGNITION

An empirical study investigated the effects of humor and need for cogn ition on an individual's response to print ads about cameras. Results indicate that the effect of humor is moderated by an. individual diffe rence factor, a person's need for cognition. Specifically, on measures of attitudes and purchase intention, humor appears more effective in generating favorable responses from persons whose need for cognition i s low rather than high. Findings also suggest that the influence of hu mor on attitude toward the brand is mediated by attitude toward the ad .