TABLE 8

Humor in Media Content and Advertising Memory

Moderators	K_effects	N	r	95% CI	SD	% Var
Humor → Advertising Memory	29	2,483	−.10	(−.17, −.02)	.17	28.50
Recall	17	1,370	−.06	(−.15, .04)	.17	31.24
Recognition	12	1,113	−.14	(−.25, −.03)	.16	27.79
Recall—overall	5	481	−.18	(−.26, −.09)	.02	95.92
Recall—advertising content	9	726	.06	(−.07, .18)	.15	36.14
Recall—brand	1	98	−.27
Recall—product	2	65	−.17	(−.50, .16)	.16	54.60
Recognition—overall	10	929	−.09	(−.19, .01)	.12	42.06
Recognition—brand	1	92	−.38
Recognition—product	1	92	−.49
Publication Time Interval
1970s	4	134	−.03	(−.32, .27)	.24	34.39
1980s	1	117	−.19
1990s	12	1,152	−.24	(−.32, −.15)	.12	39.80
2000s	12	1,080	.05	(−.01, .12)	.04	85.71
Research Participants
Children	5	460	−.40	(−.48, −.32)	.03	87.05
College students	18	1,429	.00	(−.07, .08)	.12	45.43
Adults	6	594	−.11	(−.13, −.08)	.00	100.00
Brand/Advertising Type
Real brand	23	1,906	−.02	(−.08, .04)	.10	54.60
Not specific	6	577	−.36	(−.45, −.26)	.08	55.27
Product Category
Beverages	12	1,152	−.24	(−.32, −.15)	.12	39.80
Not beverages	17	1,331	.02	(−.05, .10)	.11	53.15
Food/personal care/household	23	2,134	−.09	(−.17, −.01)	.17	27.04
Not food	6	349	−.15	(−.32, .02)	.17	37.84
Electronics	5	460	−.40	(−.48, −.32)	.03	87.05
Not electronics	24	2,023	−.03	(−.09, .03)	.10	53.11
Services	13	1,178	.03	(−.05, .10)	.09	56.23
Not services	16	1,305	−.21	(−.30, −.12)	.15	33.71
Retail store	12	1,080	.05	(−.01, .12)	.04	85.71
Not retail store	17	1,403	−.21	(−.30, −.13)	.14	35.39

Note: K_effects = number of effect sizes; N = cumulative sample size; r = reliability-corrected correlation; 95% CI = 95 percent confidence interval; SD = standard deviation; % Var = percentage variance.