OBSERVATIONS - A CROSS-CULTURAL-STUDY ON THE AFFECT-BASED MODEL OF HUMOR IN ADVERTISING

Authors
UNGER LS
Citation
Ls. Unger, OBSERVATIONS - A CROSS-CULTURAL-STUDY ON THE AFFECT-BASED MODEL OF HUMOR IN ADVERTISING, Journal of advertising research, 35(1), 1995, pp. 66-71
Citations number
11
Categorie Soggetti
Business,Communication
Journal title
Journal of advertising research → ACNP
ISSN journal
00218499
Volume
35
Issue
1
Year of publication
1995
Pages
66 - 71
Database
ISI
SICI code
0021-8499(1995)35:1<66:O-ACOT>2.0.ZU;2-T
Abstract
This study compares the responses of Finnish and American university s tudents to 10 humorous television commercials. The results begin to es tablish cross-cultural support for use of an affect-based model to ass ess the effectiveness of humor in persuasion.