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Examines how humor affects ad recall in consumers, suggesting stronger humor enhances memory retention.
This research examines contingencies that shape the effects of humorous appeals on consumers' recall of ads, as well as the processes underlying such effects. Results of experimentation show that ads are more memorable when humor is both strong and related to the message, and this interaction is mediated by attention and mood. Stronger humor appeals also induce higher recall among individuals with a high "need for humor" (NFH).
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Cline et al. (2007) studied this question.
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