Open AccessIMPACT OF HUMOR IN ADVERTISING ON CONSUMER PURCHASING DECISIONS
Publication year - 2022
Publication title -
international journal of management, public policy and research
Language(s) - English
Resource type - Journals
ISSN - 2583-3014
DOI - 10.55829/ijmpr.v1i1.13
Subject(s) - advertising , purchasing , persuasion , business , affect (linguistics) , product (mathematics) , outcome (game theory) , marketing , advertising campaign , psychology , economics , social psychology , geometry , mathematics , communication , mathematical economics
Advertising involves using various advertising techniques to meet the objectives proposed and reach vast consumers who remember the brand and product due to the campaign's effectiveness. Humor is typical in advertising, but this paper evaluates its impact on the overall purchasing decisions of the consumer. The study's outcome confirmed that humor in advertisements helps bring the desired actions from the customer's end but doesn't guarantee success. If used effectively, information and persuasion, along with humor, can successfully affect an individual's buying decision.