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dc.contributor.authorR. Brown, Marken_US
dc.contributor.authorK. Bhadury, Roopen_US
dc.contributor.authorPope, Nigelen_US
dc.date.accessioned2017-05-03T11:48:02Z
dc.date.available2017-05-03T11:48:02Z
dc.date.issued2010en_US
dc.date.modified2011-01-25T02:22:04Z
dc.identifier.issn00913367en_US
dc.identifier.doi10.2753/JOA0091-3367390104en_AU
dc.identifier.urihttp://hdl.handle.net/10072/35700
dc.description.abstractThe use of comedic violence in viral advertising is becoming widespread, but as yet no examination of what influence it may have on consumer response has been undertaken. Two experimental studies using a commercial panel sample investigate the effects of this executional cue on ad message involvement, brand memorability, likelihood of being passed on to third parties, and attitude formation. Results suggest that humorous ads that combine higher levels of violence intensity with more severe consequences appear to elicit greater involvement with the ad message, better retention of brand information, higher pass-along probability, and greater ad likability. Attitudes toward the brand remain unaffected. Furthermore, justification for the violence and relatedness to the product brand appear to be important considerations when using high intensity-severe consequence comedic violence. The paper specifies conditions under which advertisers can expect to gain maximum impact when using violent humor in viral advertising campaigns.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherM.E. Sharpe, Inc.en_US
dc.publisher.placeUnited Statesen_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom49en_US
dc.relation.ispartofpageto56en_US
dc.relation.ispartofissue1en_US
dc.relation.ispartofjournalJournal of Advertisingen_US
dc.relation.ispartofvolume39en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing not elsewhere classifieden_US
dc.subject.fieldofresearchcode150599en_US
dc.titleThe Impact of Comedic Violence on Viral Advertising Effectivenessen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.date.issued2010
gro.hasfulltextNo Full Text


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