Humour in Marketing: Employees’ Perception of the Effects of Humour on Consumer Behaviour

Luit, Niels van der (2022) Humour in Marketing: Employees’ Perception of the Effects of Humour on Consumer Behaviour. Master thesis, Psychology.

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Abstract

The use of humour in marketing campaigns has been growing rapidly over the past few decades. With this growth comes the broadening of the use of humour in marketing campaigns. Research shows that humour is a very successful tool in advertising targeting small customer goods, but is less conclusive about the use of humour in marketing campaigns targeting big customer purchases or health. In the current study, ideas of employees regarding the use of humour in small customer purchases, big customer purchases, and health are investigated. This study proposes that employees perceive the use of humour targeting small customer purchases as most appropriate, creating the most positive customer associations, and most significantly reinforce buying behaviour, as compared to the use of humour in big customer purchases or health. Additionally, it is proposed that humour draws the most attention in a marketing campaign targeting big customer purchases, as compared to health or small customer purchases. A survey study has been conducted (N = 45) to investigate the ideas of employees about the roles of humour in marketing campaigns. Results showed that employees perceived humour as most appropriate, creating the most positive associations, most reinforcing buying behaviour, and drawing the most attention in small customer purchases. It is concluded that employees perceive the use of humour in a marketing campaign targeting small customer purchases to be very beneficial, whereas use of humour in such a campaigns for big customer purchases and health should be done more carefully and may require more modification in order to be beneficial.

Item Type:	Thesis (Master)
Supervisor name:	Greijdanus, H.J.E.
Degree programme:	Psychology
Differentiation route:	Applied Social Psychology (ASP) [Master Psychology]
Date Deposited:	29 Aug 2022 13:59
Last Modified:	29 Aug 2022 13:59
URI:	http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1358

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