The Effect of Individual Values on Perception of Humor: Case of Anti-Tobacco Advertisements

Personal values have been the object of different studies almost for four decades in market segmentation and the advertising. This research attempts to identify the individual values of smokers and to study their effects on the perception of humor. It highlights a relationship between values related to hedonism and the perception of humor. The findings of this study emphasizes the role of individual values in designing effective anti-smoking communications and suggest it might be effective for anti-smoking advertisers to work at lessening the association between smoking and the values of exciting life.