The effect of humor in advertising: An individual‐difference perspective
实验发现，受众的认知需求高低会影响广告幽默的效果：认知需求低的人更容易被幽默打动，而认知需求高的人则不太受影响。
An experiment was conducted to investigate the effect of individual differences in need for cognition on humor's influence on persuasion in advertising. Results indicate that the effect of humor in advertising is moderated by levels of audience members' need for cognition. Advertising humor is more effective in influencing audience members' responses to an advertisement when audience members' need for cognition is low rather than high. Results also suggest that the effect of humor on attitude toward the brand can be mediated by attitude toward the ad. © 1996 John Wiley & Sons, Inc.