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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 2/2009

01-06-2009 | Original Empirical Research

A meta-analysis of humor in advertising

Author: Martin Eisend

Published in: Journal of the Academy of Marketing Science | Issue 2/2009

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Abstract

This meta-analysis combines 369 correlations on the effects of humor in advertising and thus quantifies, updates, and expands previous literature reviews on the effects of humor in advertising. In line with previous reviews, the meta-analytic correlations demonstrate that humor in advertising significantly enhances AAD, attention, and positive affect. Contrary to the assumptions of previous reviews, there is no evidence that humor impacts positive or negative cognitions, and liking of the advertiser. The meta-analytic findings clarify some ambiguous prior conclusions: humor significantly reduces source credibility, enhances positive affect, ABR and purchase intention. The decline from lower order to higher order communication effects is particularly strong, with the effect size of the impact of humor on AAD being twice as large as the effect size for ABR. This impact of humor in advertising has been rather stable over the past decades. A moderator analysis reveals, however, that the findings of academic humor research are somewhat biased. As for the underlying theory, the positive and linear relationship between the funniness of the ad and brand attitudes supports an affective mechanism underlying the impact of humor in advertising.
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Metadata
Title
A meta-analysis of humor in advertising
Author
Martin Eisend
Publication date
01-06-2009
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 2/2009
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-008-0096-y

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