Strategic Importance of Humorous Advertisement on Consumer Purchase Decisions

Edwin Agwu
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Edwin Agwu: Independent Researcher, UK

International Journal of Innovation in the Digital Economy (IJIDE), 2022, vol. 13, issue 1, 1-18

Abstract: Humour as an advertisement appeal informs and guides customers’ on the important decisions they make before the purchase of various goods and services. Humour is majorly used to sell products. The inclusion of humors in advertisements in both the print and electronic media has become a must for various product advertisements in most organizations. Humours it is believed attracts customers to the products being showcased. Furthermore, the use of celebrities in humours has also added colours as such well-known figures often endear such products to the customers and gives it a lasting remembrance and ease of reference and recall in many circles. Audiences in different cultures respond differently to humour and possesses different behaviour in purchases.

Date: 2022
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International Journal of Innovation in the Digital Economy (IJIDE) is currently edited by Ionica Oncioiu

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