The use of humor has become common practice in advertising; yet our knowledge about its
impact has not been updated since the last major review almost twenty years ago. In the …

The topic of negative information encompasses a variety of research areas which heretofore
have been considered as distinct and separate from one another. The literature from each …

… Marc Weinberger has had the good fortune of friends and former students working on … In
1992 we published the widely quoted Weinberger and Gulas review of humor in advertising and …

Changes in the retail environment have stimulated retailers to develop strategies aimed at
synchronizing multiple, complementary channels to service an increasingly diverse consumer …

… about the effects of humor have been rare (Weinberger and Gulas 1992). In the most recent
review of the humor literature, Weinberger and Gulas suggested that although no one study …

It was the objective of this investigation to determine whether humor in advertising heightens
attention levels and whether the potential heightening of attention is moderated by …

… Weinberger is associate professor of marketing at the University of Massachusetts/Amherst.
His research has focused on message effects, particularly the impact of negative marketing …

A study of the use of humor in US and UK television advertising was developed by surveying
ad agency executives in the two countries and then by conducting a content analysis of …

… The content analysis conducted on these ads was published else where (Weinberger and
Sports, 1990) and is not central to the cross-media focus of the current study. To obtain the …

… WEINBERGER is associate professor of marketing at Ihe University of Massachusetts at …
television advertising in this country and 35.5 percent in the United Kingdom (Weinberger and …