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분야
pptx2.Hypothesis
3.Method
1) Study 1
2) Study 2
3) Study 3
4. Conclusion
“The exploring effects of humor in advertising on brand name memory by three studies”
If Humorous elements in ads are not related with products, there are only increasing customer’s attention to ads not the products information such as brand name
Strong humor draws resources away from brand claims, resulting in lower recall
Thirty one(25 and 6 ) people
were participated in this study.
They were randomly assigned to type
of advertisement; humor vs. control
* In this study, dependent variable was memory
of the product measured by Stroop task and
a free recall task.
What is a free recall task?
-participants bring up the image of
brand name freely
