Humor and cognitive responses to advertising stimuli: A trace consolidation approach |
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Authors: | HBruce Lammers Laura Leibowitz George Edw Seymour Judith E Hennessey |
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Institution: | California State University, Northridge, USA;Walt Disney Studios, USA;Seymour Research Associates, USA;California State University, Northridge, USA |
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Abstract: | Despite the predictions of several attitude change theories, most empirical research suggests that humorous communications are no more persuasive than their serious counterparts. The present study adopted a trace consolidation theory approach and tested the hypothesis that humorous appeals are more persuasive than serious appeals when time for trace consolidation is allowed. The trace consolidation theory hypothesis was supported most directly by shifts in cognitive responses. On some measures, sex differences were also observed. Specifically, males were found to be more susceptible than females to the humorous persuasive appeal. |
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Keywords: | Address correspondence to H Bruce Lammers Department of Marketing California State University Northridge Northridge CA 91330 USA |
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