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Conceptualizing Humor in Advertising: The Moderating Role of Self-Monitoring

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  • Hameed, Irfan
  • Jamal Siddiqui, Siraj
  • Husain, Javed

Abstract

This research paper explores the mediating role of attitude towards the advertisement and attitude towards the brand, and moderating role of self-monitoring in the relationships between perceived humor in the advertisement and purchase intention of the customer. Survey data was collected from 209 individuals after showing advertisements. Confirmatory factor analysis, structural equation modeling, and macro developed by Preacher and Hays have been used to test moderation and mediation effect in the hypothesized model. A good fit between the data and tested model was observed. As predicted, purchase intention was positively related to perceived humor and full mediation effect has been found. The moderating role of self-monitoring has also been supported by the data. The findings are particularly salient for national and multinational media agencies in Pakistan as well in the other parts of the world.

Suggested Citation

  • Hameed, Irfan & Jamal Siddiqui, Siraj & Husain, Javed, 2016. "Conceptualizing Humor in Advertising: The Moderating Role of Self-Monitoring," MPRA Paper 91771, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:91771
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    File URL: https://mpra.ub.uni-muenchen.de/91771/1/MPRA_paper_91771.pdf
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    References listed on IDEAS

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    1. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
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    Cited by:

    1. Hameed, Irfan & Brohi, Sanam & Shahab, Atif, 2020. "Impact of Proactive Personality on Career Adaptability and Their Intentions for Expatriate," MPRA Paper 109611, University Library of Munich, Germany.
    2. Wing, Albert & Wilk, Shaun, 2019. "Social Responsibility of Recycling," MPRA Paper 93842, University Library of Munich, Germany.
    3. Irfan Hameed, Idrees Waris, 2018. "Eco Labels and Eco Conscious Consumer Behavior: The Mediating Effect of Green Trust and Environmental Concern," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 5(2), pages 86-105, October.

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    More about this item

    Keywords

    Perceived Humor; Purchase Intention; Self-Monitoring; Attitude towards the advertisement; Attitude towards the brand;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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