A Systematic Literature Review on Humour Advertising: The ADO Model Approach
Authors
-
Veer Narmad South Gujarat University, Surat – 395007, Gujarat ,IN
Drusya Thannikkottu -
Agarwal Vidya Vihar English Medium College, Surat – 395007, Gujarat ,INGautam Dua
-
Sascma English Medium Commerce College, Surat – 395007, Gujarat ,INAshish K. Desai
DOI:
https://doi.org/10.18311/sdmimd/2023/32653Keywords:
ADO, Advertising Appeal, Humour Advertising, Humour Appeal, Review PaperAbstract
Humour as an appeal is one of the earlier appeals that attracted marketers and has attracted researchers’ interest in recent years. In lieu, the current paper systematically reviews various types of humour. The objective of the current study is to trace the research gaps and furnish directions for future research. The current paper considered articles from 2002–2022 on humour advertising. Multiple research gaps were outlined employing ADO (Antecedents, Decision, and Outcomes) model. The study finds that humour advertising has been effective if the sources are credible. The likability of the brand increases, and that finally affects the buying intention. The potential avenues of research in a similar domain are discussed at the end of the paper. It facilitates practitioners about the various types of humour appeal and methodical thinking to further advancement in the area of humour appealed advertising.
Downloads
Metrics
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Drusya Thannikkottu, Gautam Dua, Prin.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Abdel-Raheem, A. (2018). Multimodal humour: Integrating blending model, relevance theory, and incongruity theory. Multimodal Communication, 7(1), 1–19. https:// doi.org/10.1515/mc-2017-0013 DOI: https://doi.org/10.1515/mc-2017-0013
Anderson, W., & Di Tunnariello, N. (2016). Aggressive humor as a negative relational maintenance behavior during times of conflict. Qualitative Report, 21(8), 1513–1530. https://doi.org/10.46743/2160- 3715/2016.2149
Barry, J. M., & Graça, S. S. (2018). Humor effectiveness in social video engagement. Journal of Marketing Theory and Practice, 26(1–2), 158–180. https://doi.org/10.108 0/10696679.2017.1389247 DOI: https://doi.org/10.1080/10696679.2017.1389247
Beard, F. K. (2008). Advertising and audience offense: The role of intentional humor. Journal of Marketing Communications, 14(1), 1–17. https://doi. org/10.1080/13527260701467760 DOI: https://doi.org/10.1080/13527260701467760
Beard, F. K., & Tarpenning, D. (2004). Humorous advertising concepts and premises: Generation, execution and evaluation. Journal of Advertising Education, 8(2), 17–32. https://doi.org/10.1177/109804820400800205 DOI: https://doi.org/10.1177/109804820400800205
Bearman, M., & Dawson, P. (2013). Qualitative synthesis and systematic review in health professions education. Medical Education, 47(3), 252–260. https://doi. org/10.1111/medu.12092 DOI: https://doi.org/10.1111/medu.12092
Biswas, A., Olsen, J. E., & Carlet, V. (1992). A comparison of print advertisements from the united states and france. Journal of Advertising, 21(4), 73–81. https:// doi.org/10.1080/00913367.1992.10673387 DOI: https://doi.org/10.1080/00913367.1992.10673387
Branney, P., Witty, K., Braybrook, D., Bullen, K., White, A., & Eardley, I. (2014). Masculinities, humour and care for penile cancer: A qualitative study. Journal of Advanced Nursing, 70(9), 2051–2060. https://doi. org/10.1111/jan.12363 DOI: https://doi.org/10.1111/jan.12363
Brown, M. R., Bhadury, R. K., & Pope, N. K. L. (2010). The impact of comedic violence on viral advertising effectiveness. Journal of Advertising, 39(1), 49–66. https://doi.org/10.2753/JOA0091-3367390104 DOI: https://doi.org/10.2753/JOA0091-3367390104
Bruntsch, R., & Ruch, W. (2017). The role of humor-related traits and broad personality dimensions in irony use. Personality and Individual Differences, 112, 139–143. https://doi.org/10.1016/j.paid.2017.03.004 DOI: https://doi.org/10.1016/j.paid.2017.03.004
Buijzen, M., & Valkenburg, P. M. (2004). Developing a typology of humor in audiovisual media. Media Psychology, 6(2), 147–167. https://doi.org/10.1207/ s1532785xmep0602_2 DOI: https://doi.org/10.1207/s1532785xmep0602_2
Cann, A., Cann, A. T., & Jordan, J. A. (2016). Understanding the effects of exposure to humor expressing affiliative and aggressive motivations. Motivation and Emotion, 40(2), 258–267. https://doi.org/10.1007/s11031-015- 9524-8 DOI: https://doi.org/10.1007/s11031-015-9524-8
Cann, A., & Matson, C. (2014). Sense of humor and social desirability: Understanding how humor styles are perceived. Personality and Individual Differences, 66, 176–180. https://doi.org/10.1016/j.paid.2014.03.029 DOI: https://doi.org/10.1016/j.paid.2014.03.029
Chan, F. (2011). Selling through entertaining: The effect of humor in television advertising in Hong Kong. Journal of Marketing Communications, 24(1), 43–61. https:// doi.org/10.1080/13527261003729220 DOI: https://doi.org/10.1080/13527261003729220
Chung, H., & Zhao, X. (2003). Humour effect on memory and attitude: Moderating role of product involvement. International Journal of Advertising, 22(1), 117–144. https://doi.org/10.1080/02650487.2003.11072842 DOI: https://doi.org/10.1080/02650487.2003.11072842
Cooper, C. (2008). Elucidating the bonds of workplace humor: A relational process model. Human Relations, 61(8), 1087–1115. https://doi. org/10.1177/0018726708094861 DOI: https://doi.org/10.1177/0018726708094861
Cowan, M. L., & Little, A. C. (2013). The attractiveness of humour types in personal advertisements: Affiliative and aggressive humour are differentially preferred in long-term versus short-term partners. Journal of Evolutionary Psychology, 11(4), 159–170. https://doi. org/10.1556/JEP.11.2013.4.1 DOI: https://doi.org/10.1556/JEP.11.2013.4.1
Damanik, S. F., & Mulyadi. (2020). Indonesian humorous status in social media: An application of script-based semantic theory of humour. Studies in English Language and Education, 7(2), 657–671. https://doi. org/10.24815/siele.v7i2.17237 DOI: https://doi.org/10.24815/siele.v7i2.17237
DiDonato, T. E., Bedminster, M. C., & Machel, J. J. (2012). My funny valentine: How humor styles affect romantic interest. Personal Relationships, 20(2), 374–390. https://doi.org/10.1111/j.1475-6811.2012.01410.x DOI: https://doi.org/10.1111/j.1475-6811.2012.01410.x
Dittmer, J. (2013). Humour at the Model United Nations: The role of laughter in constituting geopolitical assemblages. Geopolitics, 18(3), 493–513. https://doi.org/10. 1080/14650045.2012.742066 DOI: https://doi.org/10.1080/14650045.2012.742066
Djambaska, A., Petrovska, I., & Bundaleska, E. (2015). Is humor advertising always effective? Parameters for effective use of humor in advertising. Journal of Management Research, 8(1), 18. https://doi. org/10.5296/jmr.v8i1.8419 DOI: https://doi.org/10.5296/jmr.v8i1.8419
Dozois, D. J. A., Martin, R. A., & Faulkner, B. (2013). Early maladaptive schemas, styles of humor and aggression. Humor, 26(1), 97–116. https://doi.org/10.1515/humor- 2013-0006 DOI: https://doi.org/10.1515/humor-2013-0006
Dynel, M. (2020). Vigilante disparaging humour at r/ IncelTears: Humour as critique of incel ideology. Language and Communication, 74, 1–14. https://doi. org/10.1016/j.langcom.2020.05.001 DOI: https://doi.org/10.1016/j.langcom.2020.05.001
Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191–203. https://doi.org/10.1007/s11747-008- 0096-y DOI: https://doi.org/10.1007/s11747-008-0096-y
Eisend, M. (2011). How humor in advertising works: A meta-analytic test of alternative models. Marketing Letters, 22(2), 115–132. https://doi.org/10.1007/ s11002-010-9116-z DOI: https://doi.org/10.1007/s11002-010-9116-z
El-tazy, G. W., & Dinana, H. O. (2018). The impact of humorous advertising on consumers’ buying, word of mouth and recall. Journal of Business and Retail Management Research, 12(2), 202–211. https://doi.org/10.24052/ JBRMR/V12IS02/TIOHAOCBWOMAR DOI: https://doi.org/10.24052/JBRMR/V12IS02/TIOHAOCBWOMAR
Ferguson, M. A., & Ford, T. E. (2008). Disparagement humor: A theoretical and empirical review of psychoanalytic, superiority, and social identity theories. Humor, 21(3), 283–312. https://doi.org/10.1515/ HUMOR.2008.014 DOI: https://doi.org/10.1515/HUMOR.2008.014
Flamson, T., & Barrett, H. C. (2013). Encrypted humor and social networks in rural Brazil. Evolution and Human Behavior, 34(4), 305–313. https://doi.org/10.1016/j. evolhumbehav.2013.04.006 DOI: https://doi.org/10.1016/j.evolhumbehav.2013.04.006
Ford, T. E. (2015). The social consequences of disparagement humor: Introduction and overview. Humor, 28(2), 163–169. https://doi.org/10.1515/humor-2015-0016 DOI: https://doi.org/10.1515/humor-2015-0016
Ford, T. E., Richardson, K., & Petit, W. E. (2015). Disparagement humor and prejudice: Contemporary theory and research. Humor, 28(2), 171–186. https:// doi.org/10.1515/humor-2015-0017 DOI: https://doi.org/10.1515/humor-2015-0017
Fox, C. L., Dean, S., & Lyford, K. (2013). Development of a humor styles questionnaire for children. Humor, 26(2), 295–319. https://doi.org/10.1515/humor-2013- 0018 DOI: https://doi.org/10.1515/humor-2013-0018
Greengross, G., Martin, R. A., & Miller, G. (2012). Personality traits, intelligence, humor styles, and humor production ability of professional stand-up comedians compared to college students. Psychology of Aesthetics, Creativity, and the Arts, 6(1), 74–82. https:// doi.org/10.1037/a0025774 DOI: https://doi.org/10.1037/a0025774
Gulas, C. S., McKeage, K. K., & Weinberger, M. G. (2010). It’s just a joke: Violence against males in humorous advertising. Journal of Advertising, 39(4), 109–120. https://doi.org/10.2753/JOA0091-3367390408 DOI: https://doi.org/10.2753/JOA0091-3367390408
Hall, J. A. (2017). Humor in romantic relationships: A meta-analysis. Personal Relationships, 24(2), 306–322. https://doi.org/10.1111/pere.12183 DOI: https://doi.org/10.1111/pere.12183
Hampes, W. P. (2010). The relation between humor styles and empathy. Europe’s Journal of Psychology, 6(3), 34–45. https://doi.org/10.5964/ejop.v6i3.207 DOI: https://doi.org/10.5964/ejop.v6i3.207
Hansen, J., Strick, M., Baaren, R., Hooghuis, M., & Wigboldus, D. (2009). Perceived trustworthiness of online shops. Journal of Consumer Behaviour, 8(2-3), 135–148. https://doi.org/10.1002/cb.278 DOI: https://doi.org/10.1002/cb.278
Hatzithomas, L., Zotos, Y., & Boutsouki, C. (2011). Humor and cultural values in print advertising: A cross-cultural study. International Marketing Review, 28(1), 57–80. https://doi.org/10.1108/02651331111107107 DOI: https://doi.org/10.1108/02651331111107107
Hoffmann, S., Schwarz, U., Dalicho, L., & Hutter, K. (2014). Humor in cross-cultural advertising: A content analysis and test of effectiveness in German and Spanish print advertisements. Procedia - Social and Behavioral Sciences, 148, 94–101. https://doi. org/10.1016/j.sbspro.2014.07.022 DOI: https://doi.org/10.1016/j.sbspro.2014.07.022
Horňák, P. (2017). Humour — The strongest emotional appeal in advertising. Strategic Innovative Marketing, 259–264. https://doi.org/10.1007/978-3-319-33865- 1_33 DOI: https://doi.org/10.1007/978-3-319-33865-1_33
Hossain, M. R., Akhter, F., & Sultana, M. M. (2022). SMEs in covid-19 crisis and combating strategies: A Systematic Literature Review (SLR) and a case from emerging economy. Operations Research Perspectives, 9, Article 100222. https://doi.org/10.1016/j.orp.2022.100222 DOI: https://doi.org/10.1016/j.orp.2022.100222
Kalliny, M., Cruthirds, K. W., & Minor, M. S. (2006). Differences between American, Egyptian and Lebanese humor styles: Implications for international management. International Journal of Cross Cultural Management, 6(1), 121–134. https://doi. org/10.1177/1470595806062354 DOI: https://doi.org/10.1177/1470595806062354
Katrela, M. A. N., & Augustine, R. (2019). Effect of humour in advertising: A gender based study in Bangalore. National Conference on Media and Society Changing Dimensions in Media: Looking for New Paradigms, CMS Campus, Jain University, Bangalore, 7–35.
Kazarian, S. S., & Martin, R. A. (2004). Humour styles, personality, and well-being among Lebanese university students. European Journal of Personality, 18(3), 209–219. https://doi.org/10.1002/per.505 DOI: https://doi.org/10.1002/per.505
Koneska, L., Teofilovska, J., & Dimitrieska, S. (2017). European journal of economics and business studies humor in advertising. European Journal of Economics and Business Studies, 3(2), 116–123. https://doi. org/10.26417/ejes.v8i1.p116-123 DOI: https://doi.org/10.26417/ejes.v8i1.p116-123
Kovindasamy, S. K., & Ogundare, E. A. (2017). A study of humour advertisement and its influence on consumer purchashing decision: Evidence from Malaysia. International Journal of Accounting and Business Management, 5(2), 34–52.
Krikmann, A. (2006). Contemporary linguistic theories of humour. Folklore: Electronic Journal of Folklore, 33, 27–58. https://doi.org/10.7592/FEJF2006.33.kriku DOI: https://doi.org/10.7592/FEJF2006.33.kriku
Krishnan, H., & Chakravarti, D. (2003). A process analysis of the effects of humorous advertising executions on brand claims memory. Journal of Consumer Psychology, 13(3), 230–245. https://doi.org/10.1207/ S15327663JCP1303_05 DOI: https://doi.org/10.1207/S15327663JCP1303_05
Kuiper, N., & Leite, C. (2010). Personality impressions associated with four distinct humor styles. Scandinavian Journal of Psychology, 51(2), 115–122. https://doi.org/10.1111/j.1467-9450.2009.00734.x DOI: https://doi.org/10.1111/j.1467-9450.2009.00734.x
Kuiper, N., & McHale, N. (2009). Humor styles as mediators between self-evaluative standards and psychological well-being. Journal of Psychology: Interdisciplinary and Applied, 143(4), 359–376. https://doi.org/10.3200/ JRLP.143.4.359-376 DOI: https://doi.org/10.3200/JRLP.143.4.359-376
Kulka, T. (2007). The incongruity of incongruity theories of humor. Organon F, 14(3), 320–333.
Laroche, M., Nepomuceno, M. V., & Richard, M. O. (2015). Congruency of humour and cultural values in print ads: Cross-cultural differences among the US, France and China. International Journal of Advertising, 33(4), 681–705. https://doi.org/10.2501/IJA-33-4-681-705 DOI: https://doi.org/10.2501/IJA-33-4-681-705
Lee, Y. H., & Lim, E. A. C. (2008). What’s funny and what’s not – The moderating role of cultural orientation in ad humor. Journal of Advertising, 37(2), 71–84. https://doi.org/10.2753/JOA0091-3367370206 DOI: https://doi.org/10.2753/JOA0091-3367370206
Leonidas, H., Christina, B., & Yorgos, Z. (2009). The effects of culture and product type on the use of humor in greek tv advertising: An application of speck’s humorous message taxonomy. Journal of Current Issues and Research in Advertising, 31(1), 43–61. https://doi.org/1 0.1080/10641734.2009.10505256 DOI: https://doi.org/10.1080/10641734.2009.10505256
Lili, Z. (2012). Understanding humor based on the incongruity theory and the cooperative principle. Studies in Literature and Language, 4(2), 94–98.
Lim, W. M., Yap, S. F., & Makkar, M. (2021). Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading? Journal of Business Research, 122, 534–566. https://doi.org/10.1016/j.jbusres.2020.08.051 DOI: https://doi.org/10.1016/j.jbusres.2020.08.051
Limbu, Y. B., Huhmann, B. A., & Peterson, R. T. (2012). An examination of humor and endorser effects on consumers’ responses to direct-to-consumer advertising: The moderating role of product involvement. International Journal of Pharmaceutical and Healthcare Marketing, 6(1), 23–38. https://doi. org/10.1108/17506121211216888 DOI: https://doi.org/10.1108/17506121211216888
Lintott, S. (2016). Superiority in Humor Theory. Journal of Aesthetics and Art Criticism, 74(4), 347–358. https:// doi.org/10.1111/jaac.12321 DOI: https://doi.org/10.1111/jaac.12321
Luevano, V. X., Pablo, J. N., Velazquez, M. L., Chance, B., & Ramirez, B. (2021). Attachment as a predictor of attraction to humor styles. Personality and Individual Differences, 173, Article 110634. https://doi. org/10.1016/j.paid.2021.110634 DOI: https://doi.org/10.1016/j.paid.2021.110634
Lynch, O. H. (2002). Humorous communication: Finding a place for humor in communication research. Communication Theory, 12(4), 423–445. https://doi. org/10.1111/j.1468-2885.2002.tb00277.x DOI: https://doi.org/10.1111/j.1468-2885.2002.tb00277.x
Martin, R., Puhlik-Doris, P., Larsen, G., Gray, J., & Weir, K. (2003). Individual differences in uses of humor and their relation to psychological well-being: Development of the humor styles questionnaire. Journal of Research in Personality, 37, 48–75. https://doi.org/10.1016/ S0092-6566(02)00534-2 DOI: https://doi.org/10.1016/S0092-6566(02)00534-2
Masui, K., Fujiwara, H., & Ura, M. (2013). Social exclusion mediates the relationship between psychopathy and aggressive humor style in noninstitutionalized young adults. Personality and Individual Differences, 55(2), 180–184. https://doi.org/10.1016/j.paid.2013.03.001 DOI: https://doi.org/10.1016/j.paid.2013.03.001
Mbiriri, M. (2020). Laughter therapy as an intervention to promote psychological well-being. Journal of Humanities and Social Policy, 6(1), 2020.
Mehmood, H., & Masood, S. (2016). Impact of humor in advertising on consumer purchase intention: A Study on Ufone network from telecommunication sector in Pakistan. International Review of Management and Business Research, 5(3), 1232–1240.
Miczo, N. (2004). Humor ability, unwillingness to communicate, loneliness, and perceived stress: Testing a security theory. Communication Studies, 55(2), 209– 226. https://doi.org/10.1080/10510970409388615 DOI: https://doi.org/10.1080/10510970409388615
Miczo, N., Averbeck, J. M., & Mariani, T. (2009). Affiliative and aggressive humor, attachment dimensions, and interaction goals. Communication Studies, 60(5), 443– 459. https://doi.org/10.1080/10510970903260301 DOI: https://doi.org/10.1080/10510970903260301
Miczo, N., & Welter, R. E. (2006). Aggressive and affiliative humor: Relationships to aspects of intercultural communication. Journal of Intercultural Communication Research, 35(1), 61–77. https://doi. org/10.1080/17475740600739305 DOI: https://doi.org/10.1080/17475740600739305
Mihalcea, R. (2007). The multidisciplinary facets of research on humour. Lecture Notes in Computer Science. Lecture Notes Computer Science, 4578. https://doi.org/10.1007/978-3-540-73400-0_52 DOI: https://doi.org/10.1007/978-3-540-73400-0_52
Moher, D., Liberati, A., Tetzlaff, J., & Altman, D. G. (2009). Academia and clinic annals of internal medicine preferred reporting items for systematic reviews and meta-analyses : Annals of Internal Medicine, 151(4), 264–269. https://doi.org/10.7326/0003-4819- 151-4-200908180-00135 DOI: https://doi.org/10.7326/0003-4819-151-4-200908180-00135
Morreall, J. (2012). Philosophy of Humor, The Stanford Encyclopedia of Philosophy (Summer 2023 Edition), (E. N. Zalta, & U. Nodelman, Eds.). https://plato.stanford. edu/archives/sum2023/entries/humor/.
Navarro, J. G. (2023). Advertising spending worldwide from 2000 to 2024. Statista. https://www.statista.com/ statistics/1174981/advertising-expenditure-worldwi de/#:~:text=Additionally%2C forecast data indicates that,by the end of 2024.
Paddon-Row, M. N. (2003). Orbital interactions and longrange electron transfer. Advances in Physical Organic Chemistry, 38, 1–85. https://doi.org/10.1016/S0065- 3160(03)38001-3 DOI: https://doi.org/10.1016/S0065-3160(03)38001-3
Palikhe, A. (2019). Impact of humor advertising on brand purchase strategy. Journal of Nepalese Business Studies, 12(1), 60–70. https://doi.org/10.3126/jnbs. v12i1.28183 DOI: https://doi.org/10.3126/jnbs.v12i1.28183
Paul, J., & Benito, G. R. G. (2017). A review of research on outward foreign direct investment from emerging countries, including China: What do we know, how do we know and where should we be heading? Asia Pacific Business Review, 24(1), 90–115. https://doi.org /10.1080/13602381.2017.1357316 DOI: https://doi.org/10.1080/13602381.2017.1357316
Pehlivan, E., Berthon, P., & Pitt, L. (2011). AD bites: Toward a theory of ironic advertising. Journal of Advertising Research, 51(2), 417–426. https://doi. org/10.2501/JAR-51-2-417-426 DOI: https://doi.org/10.2501/JAR-51-2-417-426
Plester, B. (2009). Healthy humour: Using humour to cope at work. Kotuitui, 4(1), 89–102. https://doi.org/10.1080 /1177083X.2009.9522446 DOI: https://doi.org/10.1080/1177083X.2009.9522446
Rnic, K., Dozois, D. J. A., & Martin, R. A. (2016). Cognitive distortions, humor styles, and depression. Europe’s Journal of Psychology, 12(3), 348–362. https://doi.org/10.5964/ejop.v12i3.1118 DOI: https://doi.org/10.5964/ejop.v12i3.1118
Romero, E. J., & Cruthirds, K. W. (2006). The use of humor in the workplace. IEEE Engineering Management Review, 34(3), 18–30. https://doi.org/10.1109/ EMR.2006.261378 DOI: https://doi.org/10.1109/EMR.2006.261378
Ruch, W., & Heintz, S. (2013). Humour styles, personality and psychological well-being: What’s humour got to do with it? The European Journal of Humour Research, 1(1–4), 1–24. https://doi.org/10.7592/ EJHR2013.1.4.ruch DOI: https://doi.org/10.7592/EJHR2013.1.4.ruch
Sandberg, S., & Tutenges, Ś. (2019). Laughter in stories of crime and tragedy: The importance of humor for marginalized populations. Social Problems, 66(4), 564–579. https://doi.org/10.1093/socpro/spy019 DOI: https://doi.org/10.1093/socpro/spy019
Schwarz, U., Hoffmann, S., & Hutter, K. (2015). Do men and women laugh about different types of humor? A comparison of satire, sentimental comedy, and comic wit in print ads. Journal of Current Issues and Research in Advertising, 36(1), 70–87. https://doi.org/10.1080/1 0641734.2014.912599 DOI: https://doi.org/10.1080/10641734.2014.912599
Shaw, J. (2010). Philosophy of Humor. Encyclopedia of Humor Studies, 2, 112–126. https://doi.org/10.1111/ j.1747-9991.2009.00281.x DOI: https://doi.org/10.1111/j.1747-9991.2009.00281.x
Siddhu, V. (2021). Green Innovation Business (GIB) as a comprehensive entrepreneurship model for internationalization. The case study of BIO-FOM in the urban area of Guadalajara. International Journal of Trade and Commerce-IIARTC, 10(1), 107–117. https://doi. org/10.46333/ijtc/10/1/1 DOI: https://doi.org/10.46333/ijtc/10/1/1
Speck, S. P. (1991). The humorous message taxonomy: A framework for the study of humorous ads. Current Issues and Research in Advertising, 13(1–2), 1–44. https://doi.org/10.1080/01633392.1991.10504957 DOI: https://doi.org/10.1080/01633392.1991.10504957
Srivastava, R. K. (2020). Comparing the three types of approach of advertising in brand building in emerging markets. Journal of Strategic Marketing, 29(6), 514– 527. https://doi.org/10.1080/0965254X.2020.1775684 DOI: https://doi.org/10.1080/0965254X.2020.1775684
Srivastava, R. K., & Dorsch, M. J. (2019). Understanding the viability of three types of approach of advertising in emerging markets. Journal of Marketing Communications, 26(8), 799–812. https://doi.org/10.1 080/13527266.2019.1586749 DOI: https://doi.org/10.1080/13527266.2019.1586749
Swani, K., Weinberger, M. G., & Gulas, C. S. (2013). The impact of violent humor on advertising success: A gender perspective. Journal of Advertising, 42(4), 308– 319. https://doi.org/10.1080/00913367.2013.795121 DOI: https://doi.org/10.1080/00913367.2013.795121
Taecharungroj, V., & Nueangjamnong, P. (2015). Humour 2.0: Styles and types of humour and virality of memes on facebook. Journal of Creative Communications, 10(3), 288–302. https://doi.org/10.1177/0973258615614420 DOI: https://doi.org/10.1177/0973258615614420
ter Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(6), 485–498. https://doi.org/10.1002/cb.1667 DOI: https://doi.org/10.1002/cb.1667
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐informed management knowledge by means of systematic review. British journal of management, 14(3), 207– 222. https://doi.org/10.1111/1467-8551.00375 DOI: https://doi.org/10.1111/1467-8551.00375
Tsukawaki, R., Kojima, N., Imura, T., Furukawa, Y., & Ito, K. (2019). Relationship between types of humour and stress response and well-being among children in Japan. Asian Journal of Social Psychology, 22(3), 281– 289. https://doi.org/10.1111/ajsp.12369 DOI: https://doi.org/10.1111/ajsp.12369
Vaidya, R. D., & Dua, G. G. (2022). Reality shows and covert advertising: Exploring perceptions and preferences of the youth reality shows, product placement and covert advertising. Towards Excellence, 14(1), 346–360. https://doi.org/10.37867/TE140133 DOI: https://doi.org/10.37867/TE140133
Van Den Broeck, A., Van Hootegem, A., Vander Elst, T., & De Witte, H. (2019). Do self-enhancing and affiliative humor buffer for the negative associations of quantitative and qualitative job insecurity? Spanish Journal of Psychology, 1–15. https://doi.org/10.1017/sjp.2019.7 DOI: https://doi.org/10.1017/sjp.2019.7
Verma, S. (2009). Do all advertising appeals influence consumer purchase decision: An exploratory study. Global Business Review, 10(1), 33–43. https://doi. org/10.1177/097215090801000102 DOI: https://doi.org/10.1177/097215090801000102
Vernon, P. A., Martin, R. A., Schermer, J. A., & Mackie, A. (2008). A behavioral genetic investigation of humor styles and their correlations with the Big-5 personality dimensions. Personality and Individual Differences, 44(5), 1116–1125. https://doi.org/10.1016/j. paid.2007.11.003 DOI: https://doi.org/10.1016/j.paid.2007.11.003
Veselka, L., Schermer, J. A., Martin, R. A., & Vernon, P. A. (2010). Relations between humor styles and the dark triad traits of personality. Personality and Individual Differences, 48(6), 772–774. https://doi.org/10.1016/j. paid.2010.01.017 DOI: https://doi.org/10.1016/j.paid.2010.01.017
Voutsa, M. C., Hatzithomas, L., & Boutsouki, C. (2018). Superiority theory and disparagement humor: The role of gelotophobia, gelotophilia, and katagelasticism. Advances in Advertising Research IX, 191–204. https:// doi.org/10.1007/978-3-658-22681-7_14 DOI: https://doi.org/10.1007/978-3-658-22681-7_14
Walter, N., Cody, M. J., Xu, L. Z., & Murphy, S. T. (2018). A priest, a rabbi, and a minister walk into a bar: A meta-analysis of humor effects on persuasion. Human Communication Research, 44(4), 343–373. https://doi. org/10.1093/hcr/hqy005 DOI: https://doi.org/10.1093/hcr/hqy005
Waqar, A. (2020). Impact of humorous advertising on purchase decision: In context of Pakistan’s telecom industry. Global Journal of Business, Economics and Management: Current Issues, 10(2), 144–150. https:// doi.org/10.53369/EPLM3546 DOI: https://doi.org/10.18844/gjbem.v10i2.5089
Warren, C., Barsky, A., & McGraw, A. P. (2021). What makes things funny? An integrative review of the antecedents of laughter and amusement. Personality and Social Psychology Review, 25(1), 41–65. https://doi. org/10.1177/1088868320961909 DOI: https://doi.org/10.1177/1088868320961909
Weissbrod, R. (2015). Celebrity anti-semitism - A translation studies perspective. Language Sciences, 52, 231–240. https://doi.org/10.1016/j.langsci.2014.10.002 DOI: https://doi.org/10.1016/j.langsci.2014.10.002
Yoon, H. J., & Lee, Y. J. (2018). Gender differences in arousal priming effects on humor advertising. International Journal of Advertising, 38(3), 383–404. https://doi.org/ 10.1080/02650487.2018.1500243 DOI: https://doi.org/10.1080/02650487.2018.1500243
Yue, X. (2010). Exploration of Chinese humor: Historical review, empirical findings, and critical reflections. Humor, 23(3), 403–420. https://doi.org/10.1515/ humr.2010.018 DOI: https://doi.org/10.1515/humr.2010.018
Yue, X. D. (2011). The Chinese ambivalence to humor: Views from undergraduates in Hong Kong and China. Humor, 24(4), 463–480. https://doi.org/10.1515/ humr.2011.026 DOI: https://doi.org/10.1515/humr.2011.026
Yue, X. D., Wing-Yin, K. L., Jiang, F., & Hiranandani, N. A. (2014). Humor styles, self-esteem, and subjective happiness. Psychological Reports, 115(2), 517–525. https://doi.org/10.2466/07.02.PR0.115c18z6 DOI: https://doi.org/10.2466/07.02.PR0.115c18z6
Yus, F. (2003). Humor and the search for relevance. Journal of Pragmatics, 35(9), 1295–1331. https://doi. org/10.1016/S0378-2166(02)00179-0 DOI: https://doi.org/10.1016/S0378-2166(02)00179-0
Yus, F. (2017). Incongruity-resolution cases in jokes. Lingua, 197, 103–122. https://doi.org/10.1016/j.lingua. 2017.02.002 DOI: https://doi.org/10.1016/j.lingua.2017.02.002
Zeigler-Hill, V., Besser, A., & Jett, S. E. (2013). Laughing at the looking glass: Does humor style serve as an interpersonal signal. Evolutionary Psychology, 11(1), 201–226. https://doi.org/10.1177/147470491301100118 1https://plato.stanford.edu/entries/humor/ DOI: https://doi.org/10.1177/147470491301100118
