Article | Open Access | Published: 12 June 2015
Disparagement as a Processing Stimulus for Humor in Advertising
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Abstract:
Purpose -This research paper explores the mediating role of attitude towards the advertisement and attitude towards the brand in the relationships between disparagement as a processing stimulus for humor in advertising and purchase intention of the customer. Design/Methodology/Approach -Data has been collected from 202 individuals. Confirmatory factor analysis, structural equation modeling, moderation and mediation analysis have been applied and a good fit between the data and tested model was observed. As predicted, purchase intention was positively related with disparagement and full mediation effect has been found. The results of moderation analysis are quite interesting and have been presented with the help of a chart showing interaction effect. Findings - Findings provide media agencies with an insight into the audience emotional consequences in exposure to disparagement used in advertisements. Findings are particularly salient for national and multinational media agencies in Pakistan as well in the other parts of the world. Originality/Value -This is one of the first studies to provide empirical support for the relationships between disparagement and purchase intention in Western and non-Western (Pakistani) context.
Keywords:
Disparagement, Humor in Advertising, Purchase Intention
Publisher:
ILMA UNIVERSITY
Published:
12 June 2015
Issue:
Issue 1 : Volume 11
E-ISSN:
2409-6520
P-ISSN:
2414-8393
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.