Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observation

Cliff Scott, David M Klein and Jennings Bryant

Journal of Consumer Research, 1990, vol. 16, issue 4, 498-501

Abstract: In a series of field studies, social and business events were promoted using humorous, non-humorous, and control formats. The humorous promotions significantly increased attendance for the social events, but showed no significant impact for business events. Copyright 1990 by the University of Chicago.

Date: 1990
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:16:y:1990:i:4:p:498-501

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