HUMOR BASED ADVERTISING EFFECT ON BRAND PURCHASE INTENTION

Abstract

In global advertisement humor has become very effective emotion to be used for observing the impact of consumer purchase behavior towards the brand. Researchers have found that humor is now a very important factor to be considered for effective advertisement. Humor can be characterized as far as how well the groups of onlookers see the degree of silliness. The humor in advertising affects cognitive response of consumer towards ad and brands. Positive attitude towards brand influence make consumer to purchase the product. But this is not only because of humor in the commercial. There are many possible ways that this can be happen because of prior brand evaluation in the mind of consumer or the consumer not like the alternative brand and have tried it previously.