Colorado College Logo

  DigitalCC

Use AND (in capitals) to search multiple keywords.
Example: harmonica AND cobos

1 hits

  • Thumbnail for Indecision on Elm Street : the effect of humor in advertisements through the lens of the elaboration likelihood model
    Indecision on Elm Street : the effect of humor in advertisements through the lens of the elaboration likelihood model by Schroeder, Noah Robert

    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.