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Indecision on Elm Street : the effect of humor in advertisements through the lens of the elaboration likelihood model

by Schroeder, Noah Robert

Abstract

This study provides a theoretical analysis and an empirical investigation of the Elaboration Likelihood Model of persuasion. The theory postulates that persuasive information is processed through two distinct psychological routes: central and peripheral. The framework of the ELM is used as a basis for the exploration of the effect of humor as a peripheral cue in both print and video advertisements. A total of 108 participants were randomly assigned into two experimental groups that varied in elaboration likelihood in order to assess the impact of humor on product attitudes, advertisement attitudes, and purchase intentions. As expected, I find that participants in the high elaboration condition did not exhibit favorable attitudes or increased purchase intentions toward the products advertised with humor. The contradictory behavior of participants in the low elaboration condition to the theory provides useful insights for experimental design in future research within the realm of the ELM.

Note

Includes bibliographical references.

Administrative Notes

None

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:5955
Digital Origin
born digital
Extent
74 pages : illustrations (some color)
Thesis
Senior Thesis -- Colorado College
Thesis Advisor
Stimpert, Larry
Department/Program
Economics and Business
Degree Name
bachelor
Degree Type
Bachelor of Arts
Degree Grantor
Colorado College
Date Issued
2012