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Optimizing the Amount of Entertainment in Advertising

What's So Funny about Tracking Reactions to Humor?

Thales S. Teixeira, Horst Stipp
DOI: 10.2501/JAR-53-3-286-296 Published 1 September 2013
Thales S. Teixeira
Harvard Business School,
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  • For correspondence: tteixeira@hbs.edu
Horst Stipp
Advertising Research Foundation,
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  • For correspondence: horst@thearf.org
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ABSTRACT

Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers' attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.

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Vol 53 Issue 3

Journal of Advertising Research: 53 (3)
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Optimizing the Amount of Entertainment in Advertising
Thales S. Teixeira, Horst Stipp
Journal of Advertising Research Sep 2013, 53 (3) 286-296; DOI: 10.2501/JAR-53-3-286-296

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Optimizing the Amount of Entertainment in Advertising
Thales S. Teixeira, Horst Stipp
Journal of Advertising Research Sep 2013, 53 (3) 286-296; DOI: 10.2501/JAR-53-3-286-296
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