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Humorous advertisements and their effectiveness among customers with different motivational values

Elbers, J.S.M. (2013) Humorous advertisements and their effectiveness among customers with different motivational values.

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Abstract:This study examines the effects of different humor tool groups in TV advertisements for customers with different motivational values (Schwartz, 1999). By making use of eighteen different advertisements, the data has been randomly collected by administering questionnaires to students in the Netherlands and in Nepal. After adjusting for control scores, a total of 517 response sets have been used. Results show that humorous advertisements can lead to higher purchase intentions. Considering customers’ motivational values, marketers should keep in mind that customers, who value benevolence, have a less positive attitude towards the advertisement and brand image after they have seen an advertisement containing a humor tool 2 (ludicrousness, irony, understatement); and a less positive attitude towards the brand when they value hedonism and have seen an advertisement containing a humor tool from humor tool group 3 (pun). After re-categorization of the advertisements to the humor categories non-offensive/offensive, the results show that people who value benevolence have a less positive attitude towards the advertisement after seeing an advertisement with non-offensive humor. Also it appears that people, who value achievement and security more, show higher levels of purchase intention after seeing offensive humorous advertisements. An additional analysis shows that customers in Nepal and the Netherlands rate offensive humorous advertisements as more humorous than non-offensive advertisement. However, significant results show that the purchase intention in the Netherlands is low, compared to Nepal when the participants had seen an advertisement with offensive humor. Since this research shows no optimal combinations of the motivational values and humor tool groups, and the additional analysis shows that both countries rate offensive advertisements as most humorous; the conclusion should be that motivational values play a role in the effectiveness of humorous advertisements. But the categorization of humorous advertisements should be further researched so that it will be more clear which values play a role in what kind of humorous advertisement.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/63592
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