Marketers must also thoroughly understand the target market when using humor (Tyson 175). Furthermore, humor is more likely to enhance recall, evaluation, and purchase intention when the humorous message coincides with ad objectives, is well-integrated with those objectives, and is viewed appropriate for the product category (Alden et al. 64).
Another important factor was previously cited in regards to the ELM, as studies have demonstrated that low involvement and feeling-oriented products are best suited for humor (Gulas & Weinberger 57). Finally, the research by Gulas & Weinberger concluded that the use [of humor] is more successful with existing rather than new products (57).
VIII. Conclusion
The effectiveness of humor depends on a number of extraneous factors and its use is debated among researchers. Most researchers agree that the general benefits of humor include: increasing the audience s attention, creating positive emotions, and enhancing overall attitude toward the ad (Zinkhan IV), while its ability to increase comprehension and persuasion is limited (Zhang 15).
Moreover, the general consensus of this available research is that researchers need to ask when the use of humor in advertising is effective, rather than the more common question of whether humor enhances advertising effectiveness (Basu & Chattopadhyay 466). Thus, companies and advertising agencies must be very careful to thoroughly examine product, medium, and audience factors before creating humorous advertising campaigns. Furthermore, in order to use humor effectively, the relevant consumer behavior topics (i.e. level of involvement) should be examined.
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