“Enculturated” Pleasure: A Study in Multicultural Engagement
比较墨西哥和美国消费者对四种幽默风格（亲和、自我提升、攻击、自贬）的使用与评价，发现虽无总体文化差异，但不同幽默风格的使用和反应存在显著差异，对国际广告策略有启示。
<h3>ABSTRACT</h3> Humorous advertising has been considered an effective technique to increase viewers9 positive responses. The current study compared the personal uses of affiliative, selfenhancing, aggressive, and self-defeating humor styles by consumers in Mexico and the U.S. It also compared Mexican and American consumer evaluations of these four humor styles used in humorous advertising. While showing non-significant cross-cultural differences in the use of humor as well as the attitudes toward humorous advertising, the study revealed significant differences in the use of—and responses to—different humor styles. The findings highlight the importance of selecting appropriate humor styles in crafting international humorous-advertising strategy.