Impact of Humorous Advertisements on Customers’ Behavior

International Journal of Advanced Research in Management and Social Sciences, Vol. 2, No. 10, October 2013

8 Pages Posted: 13 May 2014

See all articles by Dharmesh Motwani

Dharmesh Motwani

Pacific University (India) - Pacific Business School

Khushbu Agarwal

Pacific Business School

Date Written: May 12, 2014

Abstract

Humor has a universal language. It doesn’t need degrees in obscure languages, hardly ever in Clinical Psychology and it is one of the few devices used to make people smile and think at the same time. Humor has been widely used in advertising. However, while humor has attained popularity in advertising, its use is continuously being debated. The reason for this debate is that there are a number of both positive and negative effects which can be attributed to the use of humor.

The purpose of this research paper is to answer following questions: a) The impact of gender & age on the degree of affection to the ads. b) The effect of humor appeal in Ads, on the consumer’s buying decision.

To develop the conclusions exploratory & descriptive research designs are used. Primary data are collected with the help of Focus group technique & questionnaire method & data is analyzed with the help of various statistical techniques. The conclusions of this paper help in clarifying the dilemma of humorous advertisements.

Keywords: Humor, Appeal, Advertisement, Customer behavior, Buying decision etc.

Suggested Citation

Motwani, Dharmesh and Agarwal, Khushbu, Impact of Humorous Advertisements on Customers’ Behavior (May 12, 2014). International Journal of Advanced Research in Management and Social Sciences, Vol. 2, No. 10, October 2013, Available at SSRN: https://ssrn.com/abstract=2435840

Dharmesh Motwani (Contact Author)

Pacific University (India) - Pacific Business School ( email )

Pacific Hills, Pratap Nagar Extension
Airport Road
Udaipur, Rajasthan 313003
India

Khushbu Agarwal

Pacific Business School ( email )

Pacific Hills, Pratap Nagar Extension
Airport Road
Udaipur, Rajasthan 313003
India

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