Funny brands?: the inclusion of humour in television advertising and its impact on consumer affect and intentions to purchase
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- Title
- Funny brands?: the inclusion of humour in television advertising and its impact on consumer affect and intentions to purchase
- Creator
- Katie Dyer
- Supervisor
- Dr Felix de Beaumont.
- Date
- 2015
- Abstract
- Background Information: The current study investigates the impact of humorous advertising on attitude towards the advertisement, attitude towards the product, attitude towards the brand and likely purchase intention. Age was also a variable that was explored in regard to the inclusion of humour in television advertising Aim: The aim of the current study is to discover whether or not there will be a significant difference between humorous and non-humorous advertisements and if age group will have a significant effect along the four attitudes and likely purchase intention. The study also aims to discover whether or not the mean scores of the four attitudes will be significant predictors of purchase intention. Participants: This study consisted of 133 participants, which comprised of 44 males and 89 females. The participants ranged from 18-66 with the mean age of 33.91 and standard deviation of 15. The participants were gathered using convenience and snowball sampling. Method: In this study, 10 television advertisements (humorous vs. non-humorous) were shown to 133 participants. Their responses regarding attitude towards the advertisement, attitude towards the product, attitude towards the brand and likely purchase intention were collected in the form of structured questionnaires. Results: The results of this study indicated a significant difference between humorous and nonhumorous advertisements along attitude towards the advertisement, attitude towards the product, attitude towards the brand and purchase intention. The results suggest a significant main effect of age group on the mean scores across attitude towards the advertisement and purchase intention. The results of this study also indicated that advertisement condition; attitude towards the product, attitude towards the brand and attitude towards the advertisement are all significant predictors of purchase intention.
- Subject
- Wit and humor in advertising|||
- Psychology
- Extent
- 95 pages : colour illustrations
- Format
- Publisher
- Regent's University London
- degree
- MSc Psychology
- Language
- English
- Date Issued
- 2015
- Type
- Thesis & Dissertation
- Rights Holder
- Regent's University London & Katie Dyer
- Item sets
- Theses or Dissertation