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The Risks and Rewards of Emotion : The Effects of Humour and Disgust in Fast Food Advertising

Pal, Danyshara (2025) The Risks and Rewards of Emotion : The Effects of Humour and Disgust in Fast Food Advertising.

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Abstract:This study examines how positive (humour-based) versus negative (disgust-based) emotional appeals in fast-food corporate advertising influence consumer perceptions of brand warmth, competence, trustworthiness, and authenticity. Drawing on the Elaboration Likelihood Model and schema congruity theory, it employs a mixed-methods design comprising a pre-post experimental survey (N = 93) and semi-structured interviews (N = 8). Results reveal that McDonald’s humour advertisement significantly reduced perceptions across all four brand dimensions (e.g. authenticity declined by M = -1.50, p < .001), suggesting humour can undermine brand equity when perceived as superficial. In contrast, Burger King’s disgust-based advertisement produced only modest declines, with trust and competence remaining statistically stable. Qualitative findings indicate that disgust may signal authenticity if congruent with brand identity, while humour risks triviality. The study highlights that emotional appeals must align with brand values and audience expectations to avoid reputational harm. Keywords: Corporate Advertising, Emotional Appeals, Humour in Advertising, Disgust in Advertising, Brand Perception, Fast Food Industry, Brand Authenticity
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Programme:Communication Science BSc (56615)
Link to this item:https://purl.utwente.nl/essays/107080
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