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

Question

Quizplus · Accepted Answer

Humor tends to work best when the audience already has a positive attitude toward the brand, as it can further enhance their positive associations and create a sense of affinity with the brand. Humor may not work as well for consumers with a negative attitude toward the brand or for those in a negative mood. Need for cognition and schema associations may also impact the effectiveness of humor, but the strongest relationship is with the consumer's initial attitude toward the brand.

Humor Appears to Be More Effective When Consumers