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The Advertising Effectiveness of Different Levels of Humor and Warmth and the Moderating Role of Affect Intensity

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Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference

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Abstract

The responses to three different levels of warmth and three different levels of humor are investigated as well as the moderating role of affect intensity (AI). In general, high levels of humour and warmth seem to be more effective, and generate significantly more positive responses in high than in low AI-respondents.

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Author information

Authors and Affiliations

  1. University of Antwerp (RUCA), Antwerp, Belgium

    Patrick De Pelsmacker & Maggie Geuens

Authors
  1. Patrick De Pelsmacker
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  2. Maggie Geuens
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Editor information

Editors and Affiliations

  1. Marketing Department, Old Dominion University, Norfolk, Virginia, USA

    John B. Ford

  2. Old Dominion University, Norfolk, Virginia, USA

    Earl D. Honeycutt, Jr.

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De Pelsmacker, P., Geuens, M. (2015). The Advertising Effectiveness of Different Levels of Humor and Warmth and the Moderating Role of Affect Intensity. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_2

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