Humor appears to be more effective when consumers:
A) have a positive attitude toward a brand.
B) are high in need for cognition.
C) are in a negative mood.
D) already have a distinct schema for a brand.
E) are seeking to differentiate a brand.

Question

Quizplus · Accepted Answer

Humor is more effective when consumers have a positive attitude toward a brand because it reinforces their positive attitude and enhances brand liking. When consumers already have a positive attitude towards a brand, humor can be used as a tool to reinforce their positive perception and further boost their liking of the brand. This is why many successful ad campaigns use humor to reinforce positive attitudes towards the brand.

Humor Appears to Be More Effective When Consumers