The interactive effects of moral identity and humor on advertising evaluations: the mediating role of disgust

• Main Authors: Paramita, Widya, Septianto, Felix, Nasution, Reza Ashari
• Format: Article PeerReviewed
• Language: English
• Published: Taylor and Francis Ltd. 2022
• Subjects: Marketing Management (incl. Strategy and Customer Relations); Business and Management; Marketing
• Online Access: https://repository.ugm.ac.id/282678/1/26%20Paramita%20W.%3B%20Septianto%20F.%3B%20Nasution%20R.A..pdf; https://repository.ugm.ac.id/282678/; https://www.tandfonline.com/doi/epdf/10.1080/02650487.2021.1991680?src=getftr
• Institution: Universitas Gadjah Mada

Despite the potential of humour in increasing positive marketing outcomes, some consumers may negatively evaluate humour in advertising. This is because even though consumers perceive a humorous advertisement as funny, such content can also elicit negative emotions. Extending the literature in this...