@phdthesis{pharr_moderating_1987,
	address = {United States -- Mississippi},
	type = {D.{B}.{A}.},
	title = {The moderating influence of humor and program context on the relationship between attitude-toward-the-ad and brand attitude},
	copyright = {Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.},
	url = {https://search.proquest.com/pqdt/docview/303583761/abstract/95A91D418E2B4FF9PQ/41},
	abstract = {The amount of humor contained in a television commercial and the type of program context within which the commercial appears are two variables which previous research has shown to trigger affective (or emotional) responses among viewers. Using a widely accepted model of advertising response as a basis, this research investigates the ability of humor and program context to moderate the strength of the relationship between attitude-toward-the-ad (Aad) and brand attitude for subjects considering the purchase of a typical consumer service. A sample of 194 adult males and females were exposed to different television bank commercials in different program settings. Each test commercial used an appeal designed to stimulate consumer loan activity, but differing in the amount of humor contained in the advertisement. Each test commercial was embedded in both a situation comedy and news documentary program format. The laboratory study resulted in a 3 x 2 (ad appeal x program context) factorial experimental design used to assess the effects of the treatment variables on an array of attitudinal dependent measures. Among the dependent variables of primary importance were attitude-toward-the-ad, brand attitude, and purchase intentions. In addition to the manipulated humor used in the ad appeal treatment, each subject's perception of humor was also measured. The measure of perceived humor was later used as an additional treatment and its effect examined on the set of dependent variables. Both analysis of variance and regression techniques were used to judge the effect of the treatments on the dependent variables. The results indicated that humor may weaken the relationship between Aad and brand attitude in situations where (1) the product (or service) is one of a personal, high involvement nature like consumer bank lending, and (2) commercials in the category have traditionally been straightforward and information-oriented.},
	language = {English},
	urldate = {2017-10-04},
	school = {Mississippi State University},
	author = {Pharr, Julie Moore},
	year = {1987},
	keywords = {Social sciences},
}

{"_id":"ktqp2xoSf6J5QSk6t","bibbaseid":"pharr-themoderatinginfluenceofhumorandprogramcontextontherelationshipbetweenattitudetowardtheadandbrandattitude-1987","author_short":["Pharr, J. M."],"bibdata":{"bibtype":"phdthesis","type":"D.B.A.","address":"United States – Mississippi","title":"The moderating influence of humor and program context on the relationship between attitude-toward-the-ad and brand attitude","copyright":"Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.","url":"https://search.proquest.com/pqdt/docview/303583761/abstract/95A91D418E2B4FF9PQ/41","abstract":"The amount of humor contained in a television commercial and the type of program context within which the commercial appears are two variables which previous research has shown to trigger affective (or emotional) responses among viewers. Using a widely accepted model of advertising response as a basis, this research investigates the ability of humor and program context to moderate the strength of the relationship between attitude-toward-the-ad (Aad) and brand attitude for subjects considering the purchase of a typical consumer service. A sample of 194 adult males and females were exposed to different television bank commercials in different program settings. Each test commercial used an appeal designed to stimulate consumer loan activity, but differing in the amount of humor contained in the advertisement. Each test commercial was embedded in both a situation comedy and news documentary program format. The laboratory study resulted in a 3 x 2 (ad appeal x program context) factorial experimental design used to assess the effects of the treatment variables on an array of attitudinal dependent measures. Among the dependent variables of primary importance were attitude-toward-the-ad, brand attitude, and purchase intentions. In addition to the manipulated humor used in the ad appeal treatment, each subject's perception of humor was also measured. The measure of perceived humor was later used as an additional treatment and its effect examined on the set of dependent variables. Both analysis of variance and regression techniques were used to judge the effect of the treatments on the dependent variables. The results indicated that humor may weaken the relationship between Aad and brand attitude in situations where (1) the product (or service) is one of a personal, high involvement nature like consumer bank lending, and (2) commercials in the category have traditionally been straightforward and information-oriented.","language":"English","urldate":"2017-10-04","school":"Mississippi State University","author":[{"propositions":[],"lastnames":["Pharr"],"firstnames":["Julie","Moore"],"suffixes":[]}],"year":"1987","keywords":"Social sciences","bibtex":"@phdthesis{pharr_moderating_1987,\n\taddress = {United States -- Mississippi},\n\ttype = {D.{B}.{A}.},\n\ttitle = {The moderating influence of humor and program context on the relationship between attitude-toward-the-ad and brand attitude},\n\tcopyright = {Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.},\n\turl = {https://search.proquest.com/pqdt/docview/303583761/abstract/95A91D418E2B4FF9PQ/41},\n\tabstract = {The amount of humor contained in a television commercial and the type of program context within which the commercial appears are two variables which previous research has shown to trigger affective (or emotional) responses among viewers. Using a widely accepted model of advertising response as a basis, this research investigates the ability of humor and program context to moderate the strength of the relationship between attitude-toward-the-ad (Aad) and brand attitude for subjects considering the purchase of a typical consumer service. A sample of 194 adult males and females were exposed to different television bank commercials in different program settings. Each test commercial used an appeal designed to stimulate consumer loan activity, but differing in the amount of humor contained in the advertisement. Each test commercial was embedded in both a situation comedy and news documentary program format. The laboratory study resulted in a 3 x 2 (ad appeal x program context) factorial experimental design used to assess the effects of the treatment variables on an array of attitudinal dependent measures. Among the dependent variables of primary importance were attitude-toward-the-ad, brand attitude, and purchase intentions. In addition to the manipulated humor used in the ad appeal treatment, each subject's perception of humor was also measured. The measure of perceived humor was later used as an additional treatment and its effect examined on the set of dependent variables. Both analysis of variance and regression techniques were used to judge the effect of the treatments on the dependent variables. The results indicated that humor may weaken the relationship between Aad and brand attitude in situations where (1) the product (or service) is one of a personal, high involvement nature like consumer bank lending, and (2) commercials in the category have traditionally been straightforward and information-oriented.},\n\tlanguage = {English},\n\turldate = {2017-10-04},\n\tschool = {Mississippi State University},\n\tauthor = {Pharr, Julie Moore},\n\tyear = {1987},\n\tkeywords = {Social sciences},\n}\n\n","author_short":["Pharr, J. 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