The Parody Attack Ad Influences the Ad Effect: Investigating the Moderating Effect of Need for Humor and Anti-Commercial Consumer Rebellion

Authors

  • Yi-Shyang Lou Department of Information Management,National Central University
  • Li Shau-Mei Wang Department of Information Management,National Central University

Keywords:

Parody attack ads, Anti-commercial consumer rebellion (ACR), Need for humor (NFH)

Abstract

Parody is an effective advertising method in Taiwan, which can indeed reduce consumers’ positive attitudes toward the brand if the parody attack ad reveals a true brand defect. In addition, consumers favor parody ads containing humorous elements, and they prefer images over text because images can more directly deliver ad messages. This research investigates whether the two moderating variables, the need for humor (NFH) and anti-commercial consumer rebellion (ACR), play a moderating role among consumers’ attitudes toward parody ads, their attitudes toward the brand parodied, and their purchase intention. The two personal traits, NFH and ACR, lead to positive moderating effects. The 396 participants in this research were graduate and undergraduate students in Taiwan, and the results showed that the moderating result was that these two personal traits do cause positive moderating effects. This research proposes a framework describing how the parody attack ad influences the ad effect. Future studies could use this framework to examine the effect of parody ads on the effects of adverts, and explore the moderating effects of NFH and ACR on the effectiveness of adverts.

 

References

Arias-Bolzmann, L., Chakraborty, G., and Mowen, J. C., “Effects of Absurdity in Advertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responsesâ€, Journal of Advertising, vol.29, no.1, pp.35-49, 2000.

Cline, T. W., “The Role of Expectancy and Relevancy in Humorous Ad Executions: An Individual Difference Perspective (Unpublished doctoral dissertation)â€, University of Cincinnati, Cincinnati, OH, 1997.

Cline, T. W., Altsech, M. B., and Kellaris, J. J., “When Does Humor Enhance or Inhibit Ad Responses? The Moderating Role of The Need For Humorâ€, Journal of Advertising, vol.32, no.3, pp.31-45, 2003.

Cline, T. W., and Kellaris, J. J., “The Influence of Humor Strength and Humor—Message Relatedness on Ad Memorability: A Dual Process Modelâ€, Journal of Advertising, vol.36, no.1, pp.55-67, 2007.

Cline, T. W., Kellaris, J. J., and Machleit, K. A., Consumers' Need For Levity in Advertising Communicationsâ€, Journal of Marketing Communications, vol.17, no.1, pp.17-35, 2011.

Crawford, M., and Gressley, D., “Creativity, Caring and Contextâ€, Psychology of Women Quarterly, vol.15, no.2, pp.217-231, 1991.

Franzini, L. R., “Feminism and Women's Sense of Humorâ€, Sex roles, vol.35, no.11-12, pp.811-819, 1996.

Gelb, B. D., and Zinkhan, G. M., “The Effect of Repetition on Humor in a Radio Advertising Studyâ€, Journal of Advertising, vol.14, no.4, pp.13-68, 1985.

Graham Austin, C., Plouffe, C. R., and Peters, C., “Anti-Commercial Consumer Rebellion: Conceptualisation and Measurementâ€, Journal of Targeting, Measurement and Analysis for Marketing, vol.14, no.1, pp.62-78, 2005.

Jean, S., “Brand Parody: A Communication Strategy to Attack a Competitorâ€, Journal of Consumer Marketing, vol.28, no.1, pp.19-26, 2011.

Lou, Y. S., and Wang, L. S. M., “Does A Parody Attack Ad Influence The Ad Effect? A Case of Taiwanâ€, Asian Journal of Business and Management Sciences, vol.l3, no.10, pp.11-23, 2014.

Madden, T. J., Allen, C. T., and Twible, J. L., “Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing" Sets"â€, Journal of Marketing Research, pp.242-252, 1988.

Madden, T. J., and Weinberger, M. G., “The Effects of Humor on Attention in Magazine Advertisingâ€, Journal of Advertising, vol.11, no.3, pp.8-14, 1982.

McKee, J.B., “Introduction to Sociologyâ€, New York: Holt, Rinehart & Winston, 1969.

Punj, G. N., and Stewart, D. W., “An Interaction Framework of Consumer Decision Makingâ€, Journal of Consumer Research, pp.181-196, 1983.

Speck, P. S., “On Humor and Humor in Advertisingâ€, Doctoral dissertation, Texas Tech University, 1987.

Spotts, H. E., Weinberger, M. G., and Parsons, A. L., “Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Approachâ€, Journal of Advertising, vol.26, no.3, pp.17-32, 1997.

Weinberger, M. G., and Gulas, C. S., “The Impact of Humor in Advertising: A Reviewâ€, Journal of Advertising, vol.21, no.4, pp.35-59, 1992.

Weinberger, M. G., Spotts, H. E., Campbell, L., and Parsons, A. L., “The Use and Effect of Humor in Different Advertising mediaâ€, Journal of Advertising Research, vol.35, pp.44-56, 1995.

Zillmann, D., Rockwell, S., Schweitzer, K., and Sundar, S. S., “Does Humor Facilitate Coping with Physical Discomfort? Motivation and Emotionâ€, vol.17, no.1, pp.1-21, 1993.

Downloads

Published

2015-02-15

How to Cite

Lou, Y.-S., & Wang, L. S.-M. (2015). The Parody Attack Ad Influences the Ad Effect: Investigating the Moderating Effect of Need for Humor and Anti-Commercial Consumer Rebellion. Asian Journal of Business and Management, 3(1). Retrieved from https://ajouronline.com/index.php/AJBM/article/view/2174