The im pact of perceived humor on adver tising effects: The moderating role of consumer's evaluation to the ad and product involvement Jina LEE (Graduate School of Sociology, Keio Un i υ ersity) The pur pose of this study is to (1) investi gate the im pact of perceived humor on three dependent measures of adver tising effects: attit ude toward the ad, at ti tude toward the brand, and intention to purchase, and (2) to exam ine the m oder ating r ole of consumer's evaluation to the ad and pr

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... i nvol vement in the im pact of percei ved humor on adver tising effects. Three k inds of pr inted adver tisements were presented as stim uli to 100 uni versi t y students. Subjects were asked to answer a ser ies of questions. The m ajor findings were as follows: (1) A tti tude toward the ad mediated perceived humor's impact on at titude toward the brand and intention to purchase. (2) Perceived humor had posi tive effect on attit ude toward the brand although consumer's evaluation to the ad in terms of credibilit y and usefulness was low. (3) I t was indicated that the impact of perceived humor on adver tising effects was affected b y product involvement. (4) Perceived humor positivel y affected consumer's intention to comm unicate inter personall y about the ad.