Relationship Between Humor in Advertising and Attitude Towards Ads A Meta Analysis
Publication details: Mumbai Associated Management Consultants (p) Ltd 2022Description: Vol 52 Issue 3 March 2022 Pg:- 08-20Subject(s): In: Indian Journal Of MarketingSummary: Humor in advertisements makes it an excellent tool for companies and brands to lure people into liking their products. The purpose of this paper was to do a systematic review and conduct a meta-analysis of studies analyzing the relationship between humor in advertising and attitude towards the ads. We found 171 articles that mentioned humor in advertising. 71 articles were found with studies on both humor and attitude towards the ads, Only 13 studies were included in final study.. The random effect model was used for the effect size because the studies belonged to different populations.| Item type | Current library | Status | Barcode | |
|---|---|---|---|---|
| Article | St. Francis Institute of Management and Research | Available | AR1016 |
Humor in advertisements makes it an excellent tool for companies and brands to lure people into liking their products. The purpose of this paper was to do a systematic review and conduct a meta-analysis of studies analyzing the relationship between humor in advertising and attitude towards the ads. We found 171 articles that mentioned humor in advertising. 71 articles were found with studies on both humor and attitude towards the ads, Only 13 studies were included in final study.. The random effect model was used for the effect size because the studies belonged to different populations.
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