Abstract
The purpose of this study is to (1) investigate the impact of perceived humor on three dependent measures of advertising effects: attitude toward the ad, attitude toward the brand, and intention to purchase, and (2) to examine the moderating role of consumer's evaluation to the ad and product involvement in the impact of perceived humor on advertising effects. Three kinds of printed advertisements were presented as stimuli to 100 university students. Subjects were asked to answer a series of questions. The major findings were as follows: (1) Attitude toward the ad mediated perceived humor's impact on attitude toward the brand and intention to purchase. (2) Perceived humor had positive effect on attitude toward the brand although consumer's evaluation to the ad in terms of credibility and usefulness was low. (3) It was indicated that the impact of perceived humor on advertising effects was affected by product involvement. (4) Perceived humor positively affected consumer's intention to communicate interpersonally about the ad.
