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Publication
Consumer responses towards humorous advertisements employing opposing types of incongruity
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Abstract(s)
Advertisements have permeated society to such an extent that marketers are
adopting novel ways to elicit more positive consumer responses. One way to
achieve this is through the incorporation of humour and incongruity in an
advertisement. While the literature is somewhat well-versed on the effects that
humour and incongruity individually have on attitudinal and behavioural
consumer responses, it is lacking in terms of their effects when these are
simultaneously used. Hence, this thesis compares consumer responses towards
humorous advertisements which employ opposing types of incongruity — low
and high incongruity. Advertisements incorporating humour in the form of
wordplay and incongruity between the textual and visual elements of the ad
were developed for a fictitious beer brand, so that quantitative data could be
collected via a survey where the type of incongruity, attitude towards the ad,
attitude towards the brand, purchase intention and word-of-mouth intention
were measured.
This study concludes that humorous advertisements with low incongruity led to
overall more positive attitudinal and behavioural consumer responses than
high-incongruity ones. In addition, a positive impact was supported between
attitude towards the ad and attitude towards the brand for humorous
advertisements regardless of type of incongruity. Lastly, the study finds that
demographic characteristics, like gender and occupation, do not influence attitude towards the ad for neither the low nor the high-incongruity humorous
ad.
Description
Keywords
Humour Incongruity Humorous advertisements Consumer responses Attitudinal responses Behavioural responses