The Effect of Individual Values on Perception of Humor: Case of Anti-Tobacco Advertisements

Enas Saadellaoui
Additional contact information
Enas Saadellaoui: Assistant Professor of Marketing, Higher Institute of Management, Tunisia

Global Journal of Addiction & Rehabilitation Medicine, 2018, vol. 5, issue 1, 3-9

Abstract: Personal values have been the object of different studies almost for four decades in market segmentation and the advertising. This research attempts to identify the individual values of smokers and to study their effects on the perception of humor. It highlights a relationship between values related to hedonism and the perception of humor. The findings of this study emphasizes the role of individual values in designing effective anti-smoking communications and suggest it might be effective for anti-smoking advertisers to work at lessening the association between smoking and the values of exciting life.

Keywords: Journal of Addiction; Rehabilitation Medicine; Journal of Addiction & Rehabilitation Medicine; Journal of Rehabilitation Medicine; journal research on addiction; journal of physical therapy; rehabilitation impact factor; physical therapy rehabilitation articles; peer reviewed physical therapy journals; juniper publishers reivew; high impact journals in juniper publishers (search for similar items in EconPapers)
Date: 2018
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://juniperpublishers.com/gjarm/pdf/GJARM.MS.ID.555652.pdf (application/pdf)
https://juniperpublishers.com/gjarm/GJARM.MS.ID.555652.php (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:adp:jgjarm:v:5:y:2018:i:1:p:3-9

DOI: 10.19080/GJARM.2018.05.555652

Access Statistics for this article

Global Journal of Addiction & Rehabilitation Medicine is currently edited by Sophia Mathis

More articles in Global Journal of Addiction & Rehabilitation Medicine from Juniper Publishers Inc.
Bibliographic data for series maintained by Robert Thomas ().