In the context of communicating a message to consumers, which of the following is true of humor?
A) It appears to be appropriate for high-involvement offerings to consumers.
B) Older, highly educated females tend to respond positively to ads with a humorous touch.
C) Consumers with a negative attitude toward the advertised brand understand humorous ads effectively.
D) The use of humor appears to be effective for consumers who have a low need for cognition.
E) Humorous ads can only be used selectively around the world with limited effect in most communities.

Question

In the context of communicating a message to consumers, which of the following is true of humor?
A) ​It appears to be appropriate for high-involvement offerings to consumers.
B) Older, highly educated females tend to respond positively to ads with a humorous touch.
C) Consumers with a negative attitude toward the advertised brand understand humorous ads effectively.
D) The use of humor appears to be effective for consumers who have a low need for cognition.
E) Humorous ads can only be used selectively around the world with limited effect in most communities.

Quizplus · Accepted Answer

Humor is particularly effective for consumers with a low need for cognition because it engages them in a way that doesn't require deep processing of information. These consumers often appreciate the entertainment value of humor in advertising, making the message more memorable and impactful without necessitating extensive thought or analysis.

In the Context of Communicating a Message to Consumers, Which