Does humor in radio advertising affect recognition of novel product brand names?

Citation
Em. Berg et Lg. Lippman, Does humor in radio advertising affect recognition of novel product brand names?, J GEN PSYCH, 128(2), 2001, pp. 194-205
Citations number
9
Language
INGLESE
art.tipo
Article
Categorie Soggetti
Psycology
Journal title
JOURNAL OF GENERAL PSYCHOLOGY
ISSN journal
0022-1309 → ACNP
Volume
128
Issue
2
Year of publication
2001
Pages
194 - 205
Database
ISI
SICI code
0022-1309(200104)128:2<194:DHIRAA>2.0.ZU;2-I
Abstract
The authors proposed that item selection during shopping is based on brand name recognition rather than recall. College students rated advertisements and news stories of a simulated radio program for level of amusement (orien ting activity) before participating in a surprise recognition test. Humor l evel of the advertisements was varied systematically, and content was contr olled. According to signal detection analysis, humor did not affect the str ength of recognition memory for brand names (nonsense units). However, bran d names and product types were significantly more likely to be associated w hen appearing in humorous advertisements than in nonhumorous advertisements . The results humor and recall.