Publication
Consumer responses towards humorous advertisements employing opposing types of incongruity
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Salomão, Miriam Taís | |
| dc.contributor.author | Bon , Isadora Espinha | |
| dc.date.accessioned | 2023-09-12T14:07:21Z | |
| dc.date.available | 2023-09-12T14:07:21Z | |
| dc.date.issued | 2023-07-05 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203340590 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/46512 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Humour | pt_PT |
| dc.subject | Incongruity | pt_PT |
| dc.subject | Humorous advertisements | pt_PT |
| dc.subject | Consumer responses | pt_PT |
| dc.subject | Attitudinal responses | pt_PT |
| dc.subject | Behavioural responses | pt_PT |
| dc.title | Consumer responses towards humorous advertisements employing opposing types of incongruity | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto Português de Administração de Marketing | |
| thesis.degree.name | Mestrado em Marketing | pt_PT |