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Wirkung von Humor in der Werbung

Eine Systematisierung

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Handbuch Werbeforschung

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Abstract

Die Frage, ob Humor in der Werbung erwünschte Effekte nach sich zieht, beschäftigt die Werbewirkungsforschung seit nunmehr über 40 Jahren. Nachdem erste Studien ambige Resultate lieferten und darum keine eindeutigen Schlussfolgerungen ermöglichten, liegt mittlerweile ein detaillierteres Bild darüber vor, unter welchen Bedingungen Humor in der Werbung erwünschte Wirkungen erzielt. Dieses ist geprägt von Moderationsprozessen, wobei Produkt-, Stimulus- und Rezipienteneigenschaften determinieren, ob humorvolle Werbung erwünschte Wirkungen zur Folge hat. Diese Wirkungen lassen sich in Wirkungen auf Verarbeitungs- und Bewertungs- und Verhaltensindikatoren untergliedern. Während auf der Verarbeitungsebene die Variablen Aufmerksamkeit, Verständnis und Erinnerung in der Forschung von zentralem Interesse sind, werden auf der Bewertungsebene die Einstellung gegenüber der Werbung und die Einstellung gegenüber dem Produkt am häufigsten als abhängige Variablen angesetzt. Wenn die Wirkung humorvoller Werbung auf Verhalten untersucht wird, wird am häufigsten die Kaufintention als Indikator für Werbewirkungen verwendet. Im vorliegenden Beitrag werden die Moderationsprozesse entlang dieser abhängigen Variablen beschrieben und damit eine Systematisierung bisheriger Forschungsergebnisse vorgenommen.

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Authors and Affiliations

  1. Universität Zürich, IPMZ, Andreasstrasse 15, 8050, Zürich, Schweiz

    Fabian A. Ryffel lic.phil.

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  1. Fabian A. Ryffel lic.phil.
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Correspondence to Fabian A. Ryffel lic.phil. .

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Editors and Affiliations

  1. IPMZ, Universität Zürich, Zürich, Switzerland

    Gabriele Siegert

  2. IPMZ, Univeristät Zürich, Zürich, Switzerland

    Werner Wirth

  3. Fachgebiet Kommunikationswiss., Universität Hohenheim, Stuttgart, Switzerland

    Patrick Weber

  4. Inst. f. Publizistik u. Medienforschung, Universität Zürich, Zürich, Switzerland

    Juliane A. Lischka

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Ryffel, F. (2016). Wirkung von Humor in der Werbung. In: Siegert, G., Wirth, W., Weber, P., Lischka, J. (eds) Handbuch Werbeforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18916-1_21

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  • DOI: https://doi.org/10.1007/978-3-531-18916-1_21

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  • Online ISBN: 978-3-531-18916-1

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