Listerine - for the bridesmaid who's never a bride Disparaging humour increases brand attitude and recall among the powerless

摘要

Purpose - While the potential benefits of integrating humour into advertisements are widely understood, the reasons why these effects emerge are not. Drawing on literature about the impact of psychological feelings of power, this research aims to examine how power motivation interacts with the presence of disparaging humour in ads to influence ad-related outcomes.