How Humor Type And Visual Imagery Influence The Purchase Intention
The purpose of the study is to investigate the effect of humor type and moderating effect of visual imagery on purchase intention. We conducted a 2 (humor type : cognitive versus affective) x 2 (visual imagery : high versus low) between subject experiment. The results indicate that cognitive humor ads with high visual imagery have more influence on purchase intention . In contrast, affective humor ads are more effective by using low visual imagery. This results will help the marketer planning the effective advertisement by matching the humor type of the ads with the appropriate visual image of the product.
Index terms - Humor Advertisement, Cognitive Humor, Affective Humor, Visual Imagery, Purchase Intention