Humor appeals make consumers laugh and establish an emotional link with the product or service
A well planned and implemented humor appeal enhances recollection, evaluation and the intent to purchase the product.
Businesses link and identify the product with the humor. For example, a humorous insurance marketing campaign hits the mark when the humor shows the consumer why having insurance is beneficial.
Using humor at the expense of one group may lead to resentment and backfire. Senior citizens may resent a product portraying them as grumpy, while women may refuse to purchase a product that portrays them as overbearing. Humorous marketing campaigns work best with established and commonly purchased products such as cellphones, fast food
A well planned and implemented humor appeal enhances recollection, evaluation and the intent to purchase the product.
Businesses link and identify the product with the humor. For example, a humorous insurance marketing campaign hits the mark when the humor shows the consumer why having insurance is beneficial.
Using humor at the expense of one group may lead to resentment and backfire. Senior citizens may resent a product portraying them as grumpy, while women may refuse to purchase a product that portrays them as overbearing. Humorous marketing campaigns work best with established and commonly purchased products such as cellphones, fast food