Impact of humor in advertising on consumer purchase decision
Hoang, Anh Thuc (2013)
Hoang, Anh Thuc
Saimaan ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120419830
https://urn.fi/URN:NBN:fi:amk-2013120419830
Tiivistelmä
The purpose of this study was to study the consumer decision process and its determinants, explore the concept and usage of humor in advertising to find out its impacts on consumer’s purchase decision.
The theoretical framework gathered data from articles, books and previous re-searches. The author explained the process of purchase decision making, consumer buying behavior and presented the classification of humor, effects of humor and appropriate product types. Empirical data was collected by mixed research method: self-administered questionnaires and in-depth interview. The research aimed to find out Vietnamese consumer’s buying behavior and the impacts of seven types of humor.
As a result of this thesis, Vietnamese consumers tend to undertake nominal and limited decision making. When shopping for “yellow goods”, consumers usually make affective choice and attitude-based choice. In-depth interview’s results showed that personification, surprise, silliness and exaggeration humor are effective in attract attention but can distract consumers from urges to pur-chase. Pun, sarcasm and comparison were perceived not as suitable to target Vietnamese consumer and does not create significant impact. The research revealed that humorous advertising has impact on consumer’s recall when ac-companied by aligning campaign and product placement. Humor has relatively moderate impact on encouraging repurchases but appropriate for building brand’s image and gain consumer’s fondness.
The theoretical framework gathered data from articles, books and previous re-searches. The author explained the process of purchase decision making, consumer buying behavior and presented the classification of humor, effects of humor and appropriate product types. Empirical data was collected by mixed research method: self-administered questionnaires and in-depth interview. The research aimed to find out Vietnamese consumer’s buying behavior and the impacts of seven types of humor.
As a result of this thesis, Vietnamese consumers tend to undertake nominal and limited decision making. When shopping for “yellow goods”, consumers usually make affective choice and attitude-based choice. In-depth interview’s results showed that personification, surprise, silliness and exaggeration humor are effective in attract attention but can distract consumers from urges to pur-chase. Pun, sarcasm and comparison were perceived not as suitable to target Vietnamese consumer and does not create significant impact. The research revealed that humorous advertising has impact on consumer’s recall when ac-companied by aligning campaign and product placement. Humor has relatively moderate impact on encouraging repurchases but appropriate for building brand’s image and gain consumer’s fondness.