DO HUMOR AND THREAT WORK WELL TOGETHER? THE MODERATING EFFECT OF NEED FOR COGNITION IN HUMOROUS THREAT PERSUASION ADVERTISEMENTS

摘要

Using humor to communicate threatening information in advertising has often been observed in practice, but seldom been tested in research. Integrating the humor and threat persuasion literature, this research set out to test the humorous threat persuasion effects and the boundary condition of need for cognition (NFC) in which the effect may be contingent upon.