PT  - JOURNAL ARTICLE
AU  - Valerie L. Wang
AU  - Kevin W. Cruthirds
AU  - Yong J. Wang
AU  - Jie Wei
TI  - “Enculturated” Pleasure: A Study in Multicultural Engagement
AID  - 10.2501/JAR-54-3-320-331
DP  - 2014 Sep 01
TA  - Journal of Advertising Research
PG  - 320--331
VI  - 54
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/54/3/320.short
4100  - http://www.journalofadvertisingresearch.com/content/54/3/320.full
SO  - J Advert Res2014 Sep 01; 54
AB  - 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.