惊喜
心理学
模式(遗传算法)
感知
电视广告
社会心理学
认知
广告
认知心理学
计算机科学
机器学习
业务
神经科学
作者
Dana L. Alden,Ashesh Mukherjee,Wayne D. Hoyer
标识
DOI:10.1080/00913367.2000.10673605
摘要
Abstract Few studies have tested models incorporating cognitive as well as affective mechanisms that help explain different levels of perceived humorousness in advertising (cf. Alden and Hoyer 1993; Speck 1991). In the first of two studies, an extended incongruity resolution model of humor perception in television advertising is proposed and tested. In that test, schema familiarity is found to moderate surprise resulting from ad content incongruity. Furthermore, playfulness of the ad, ease of resolution of the incongruity in the ad and warmth created by the ad moderate the effects of surprise on humor. Thus, surprise appears to be a necessary, but not sufficient, condition for humor in television advertising. In the second study, the role of surprise in generating humor is examined in more detail. Specifically, evidence supports the hypothesis that, following exposure to incongruity, surprise can be transformed into diverse affective outcomes such as fear and humor depending on the presence of different contextual moderators. Implications of the overall model are discussed from both theoretic and applied perspectives and directions for future research are suggested.
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