Does Humor Enable or Backfire Identity Expressiveness?

Aroean, Lukman ORCID: and Michaelidou, Nina (2019) Does Humor Enable or Backfire Identity Expressiveness? In: European Marketing Academy Conference (EMAC), 2019-05-29 - 2019-05-31, University of Hamburg.

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Consumers use products and brands to express their identity to themselves and others. Much of the research in identity-related advertising has focused on identity as an explanatory factor, but our study examines identity expressiveness as an outcome elicited by humor in advertising. An experimental study uncovers how humor in advertising triggers brand liking and identity expressiveness. The results indicate a 'backfire effect', where humor lowers the identity expressiveness directly and/or through the mediation of brand liking. The results inform advertising strategy regarding the use of humor in advertisements.

Item Type: Conference or Workshop Item (Poster)
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Marketing
Depositing User: LivePure Connector
Date Deposited: 27 Nov 2019 01:24
Last Modified: 25 Aug 2022 11:11

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