CONCEPTUALIZING HUMOR IN ADVERTISING: THE MODERATING ROLE OF SELF-MONITORING

Irfan Hameed, Siraj Jamal Siddiqui, Javed Husain

Abstract


This research paper explores the mediating role of attitude
towards the advertisement and attitude towards the brand, and
moderating role of self-monitoring in the relationships between
perceived humor in the advertisement and purchase intention of the customer. Survey data was collected from 209 individuals after showing advertisements. Confirmatory factor analysis, structural equation modeling, and macro developed by Preacher and Hays have been used to test moderation and mediation effect in the hypothesized model. A good fit between the data and tested model was observed. As predicted, purchase intention was positively related to perceived humor and full mediation effect has been found. The moderating role of self-monitoring has also been supported by the data. The findings are particularly salient for national and multinational media agencies
in Pakistan as well in the other parts of the world.

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