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The Relationship Between Deceptive Claims and Ad Effect: The Moderating Role of Humorous Ads
International Journal of Business and Information
View Archive Info| Field | Value | |
| Title |
The Relationship Between Deceptive Claims and Ad Effect: The Moderating Role of Humorous Ads
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| Creator |
Hsieh, Ching-Sheng
Hsu, Ya-Hui Fang, Wen-Chang |
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| Description |
This study focuses on humor and deceptive claims that have beenresearched individually. It examines whether advertisements withdifferent types of humor influence the relationship between deceptive claims and the effect of the advertisement. Previous relevant research on this topic used mainly content analysis to investigate these issues and to sort them by different characteristics. Building on these underlying classifications, this study extends the research to investigate the perception of the audience on ad effect. The authors use beer advertisements as stimuli. The results indicate that different types of humorous ads influence the relationship between deceptive claims and ad effect. The authors use t-test and post-hoc to examine whether certaintypes of humorous ads can cause a superior effect under a fixeddeception type. This study finds that vague/ambiguous claims withincongruity humor and false/outright lie claims with arousal-safetyhumor can result in a better ad effect. This study not only finds thathumor plays a moderating role in the field of advertising, but also finds that the consistency between humor and deceptive claims would produce a higher degree of ad effect.
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| Publisher |
International Business Academics Consortium
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| Date |
2015-11-13
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
https://ijbi.org/ijbi/article/view/46
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| Source |
International Journal of Business and Information; Vol 5 No 1 (2010)
2520-0151 1728-8673 |
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| Language |
eng
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| Relation |
https://ijbi.org/ijbi/article/view/46/50
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| Rights |
Copyright (c) 2015 International Journal of Business and Information
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