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Start Over Author "Tomás Bayón" Journal international journal of advertising
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1. Gendering conversational humor in advertising: an evolutionary explanation of the effects of spontaneous versus canned humor

Author

Lachezar Ivanov, Martin Eisend, and Tomás Bayón

Subjects
Marketing, 0508 media and communications, Communication, 0502 economics and business, 05 social sciences, food and beverages, 050801 communication & media studies, 050211 marketing, Advertising, Psychology, Evolutionary psychology
Abstract

In this paper, we rely on evolutionary psychology to examine how the use of spontaneous versus canned humor affects response to advertising among male and female consumers. The results of three exp...

Published
2019
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