"Enculturated" pleasure: : a study in multicultural engagement

• Autores: Valerie L. Wang, Kevin W. Cruthirds, Yong J. Wang, Jie Wei
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 3, 2014, págs. 320-331
• Idioma: inglés
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• Resumen

  • Humorous advertising has been considered an effective technique to increase viewers� positive responses. The current study compared the personal uses of affiliative, self-enhancing, aggressive, and self-defeating humor styles by consumers in Mexico and the U.S. It also compared Mexican and American consumer evaluations of these four humor styles used in humorous advertising. While showing non-significant cross-cultural differences in the use of humor as well as the attitudes toward humorous advertising, the study revealed significant differences in the use of�and responses to�different humor styles. The findings highlight the importance of selecting appropriate humor styles in crafting international humorous-advertising strategy.