The Parody Attack Ad Influences the Ad Effect: Investigating the Moderating Effect of Need for Humor and Anti-Commercial Consumer Rebellion
Keywords:Parody attack ads, Anti-commercial consumer rebellion (ACR), Need for humor (NFH)
Parody is an effective advertising method in Taiwan, which can indeed reduce consumersâ€™ 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 consumersâ€™ 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.
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