Humorous services advertising: What are the roles of sex, appreciation of humor, and appropriateness of humor?

Humorous advertising research suggests that characteristics of consumers might affect consumers' response to humorous advertising. This article reports the results of a study which suggest that two characteristics of consumers (i.e., sex and appreciation of humor) can affect appropriateness of...

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Veröffentlicht in:	Services marketing quarterly 2000, Vol.21 (1), p.9-22
Hauptverfasser:	Fugate, Douglas, Gotlieb, Jerry, Bolton, Dawn
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Consumer advertising Consumer attitudes Consumer behavior Gender Humor Professional advertising Statistical analysis Studies
Online-Zugang:	Volltext
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