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“Enculturated” Pleasure: A Study in Multicultural Engagement

How Do Mexican and U.S. Consumers Respond To Humorous Advertising Differently?

Valerie L. Wang, Kevin W. Cruthirds, Yong J. Wang, Jie Wei
DOI: 10.2501/JAR-54-3-320-331 Published 1 September 2014
Valerie L. Wang
Ohio University, vw287907@ohio.edu
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Kevin W. Cruthirds
University of Texas at Brownsville, kevin.cruthirds@utb.edu
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Yong J. Wang
Ohio University, wangy@ohio.edu
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Jie Wei
National University of Singapore, jwei@nus.edu.sg
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ABSTRACT

Humorous advertising has been considered an effective technique to increase viewers' positive responses. The current study compared the personal uses of affiliative, selfenhancing, aggressive, and self-defeating humor styles by consumers in Mexico and the U.S. It also compared Mexican and American consumer evaluations of these four humor styles used in humorous advertising. While showing non-significant cross-cultural differences in the use of humor as well as the attitudes toward humorous advertising, the study revealed significant differences in the use of—and responses to—different humor styles. The findings highlight the importance of selecting appropriate humor styles in crafting international humorous-advertising strategy.

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Vol 54 Issue 3

Journal of Advertising Research: 54 (3)
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“Enculturated” Pleasure: A Study in Multicultural Engagement
Valerie L. Wang, Kevin W. Cruthirds, Yong J. Wang, Jie Wei
Journal of Advertising Research Sep 2014, 54 (3) 320-331; DOI: 10.2501/JAR-54-3-320-331

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“Enculturated” Pleasure: A Study in Multicultural Engagement
Valerie L. Wang, Kevin W. Cruthirds, Yong J. Wang, Jie Wei
Journal of Advertising Research Sep 2014, 54 (3) 320-331; DOI: 10.2501/JAR-54-3-320-331
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Show more What We Know About Multicultural Marketing

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