This study examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to commercials shown during the Super Bowl. Positive and significant relationships between humorous advertisements on memory and attitude were found through multiple regression analysis. Furthermore, results show that humorous advertisements are more effective in low-involvement products in terms of memory and attitude towards the advertisement.
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Chung et al. (2003) studied this question.
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