An experiment was conducted to investigate the effect of individual differences in need for cognition on humors influence on persuasion in advertising. Results indicate that the effect of humor in advertising is moderated by levels of audience members' need for cognition. Advertising humor is more effective in influencing audience members' responses to an advertisement when audience members' need for cognition is low rather than high. Results also suggest that the effect of humor on attitude toward the brand can be mediated by attitude toward the ad. ©1996 John Wiley & Sons, Inc.
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