The Moderating Role of Cultural Orientation in Ad Humor

The Moderating Role of Cultural Orientation in Ad Humor - jstor

ABSTRACT: This empirical study predicts and finds that effectiveness of ad humor is jointly determined by the humor process (i.e., incongruity resolution ...

This empirical study predicts and finds that effectiveness of ad humor is jointly determined by the humor process (i.e., incongruity resolution and arousal ...

The moderating role of cultural orientation in ad humor. - APA PsycNet

This empirical study predicts and finds that effectiveness of ad humor is jointly determined by the humor process (i.e., incongruity resolution and arousal ...

What's funny and what's not: the moderating role of cultural ... - Gale

This empirical study predicts and finds that effectiveness of ad humor is jointly determined by the humor process (i.e., incongruity resolution and arousal ...

What's Funny and What's Not: The Moderating Role of Cultural ...

What's Funny and What's Not: T... More details. Cover Image. What's Funny and What's Not: The Moderating Role of Cultural Orientation in Ad Humor. Year of ...

What's Funny and What's Not: The Moderating Role of Cultural ...

What's Funny and What's Not: The Moderating Role of Cultural Orientation in Ad Humor. Yih Hwai Lee. ,. Elison Ai Ching Lim. Show full list: 2 authors.

The Influence of Culture on Attitudes Towards Humorous Advertising

In identifying factors that might account for differences in perception and application of humorous advertisements in different countries, many ...

The Moderating Role of Congruence between Humor and Fun ...

What's Funny and What's Not: The Moderating Role of Cultural Orientation in Ad Humor · Yih Hwai LeeElison Ai Ching Lim. Psychology, Business. 2008. This ...

The Influence of Culture on Attitudes Towards Humorous Advertising

Chinese attitudes towards ads using affiliative tactics and self-enhancing tactics differ less. 2.1.3 The role of Cultural values. In identifying factors that ...

The Moderating Role of Congruence between Humor and Fun ...

Lee, H.Y and Lim, E.A. (2008), “What's funny and what's not. The moderating role of cultural orientation in ad humor,” in: Journal of Advertising, Vol. 37 ...

Comparison of cognition‐evoking humorous ads with closure versus ...

Drawing on a theoretical framework from culture dimensions and theories of humor in advertising, this research examines the moderating role of cultural ...

How to craft humorous advertisements across diverse cultures ...

... culture dimensions and theories of humour in advertising, this research examines the moderating role of cultural orientation on the relationship between humour ...

How to craft humorous advertisements across diverse cultures ...

Drawing on a theoretical framework from culture dimensions and theories of humour in advertising, this research examines the moderating role of ...

Journal of Advertising, Volume 37, Issue 2 (2008)

What's Funny and What's Not: The Moderating Role of Cultural Orientation in Ad Humor · xml · Yih Hwai Lee & Elison Ai Ching Lim. Pages: 71-84. Published online ...

Humorous advertising that travels: A review and call for research

Despite frequent appearances in advertising, within and across national contexts, researchers tend to treat humor as a culture-bound phenomenon, without ...

Humor in advertising – a cross-cultural study - DiVA portal

The purpose of this research was to disseminate the importance of cross-cultural aspects in humor advertising with emphasize on culture and how ...

Cultural Differences in Humor Perception, Usage, and Implications

Westerners regard humor as a desirable trait of an ideal self, associate humor with positivity, and stress the importance of humor in their daily life. On the ...

Humor in Cross-cultural Advertising: A Content Analysis and Test of ...

Humor preferences depend on the cultural background of the respondents. Designers of international advertising campaigns thus need to know ...

when does humor enhance or inhibit ad responses? - jstor

individual's orientation to humor as reflected in NFH scores. Responses appear to ... Humor in. Advertising: The Moderating Role of Prior Brand Evalua- tion ...

A CROSS-CULTURAL STUDY ON THE AFFECT-BASED MODEL ...

This study compares the responses of Finnish and American university students to 10 humorous television commercials. The results begin to establish ...