Exploring memory for product names advertised with humour
Identifieur interne : 001277 ( Istex/Corpus ); précédent : 001276; suivant : 001278Exploring memory for product names advertised with humour
Auteurs : Jochim Hansen ; Madelijn Strick ; Rick B. Van Baaren ; Mirjam Hooghuis ; Daniël H. J. WigboldusSource :
- Journal of Consumer Behaviour [ 1472-0817 ] ; 2009-03.
Abstract
Three studies explored the effects of humour in advertising on brand name memory. Study 1 showed that humour impaired memory for products but enhanced memory for advertisements. Study 2 showed that brands that had been promoted in humorous advertisements were less accessible in memory than brands promoted in non‐humorous advertisements. Study 3 separated conscious and unconscious memory components with the process‐dissociation procedure 1 week after the ad exposure. The memory‐reducing effect of humour was found to be due to conscious memory processes alone. Unconscious familiarity was not affected by humour. The results suggest that humour distracts consumers from consciously, but not unconsciously, remembering the brand names. Copyright © 2009 John Wiley & Sons, Ltd.
Url:
DOI: 10.1002/cb.278
Links to Exploration step
ISTEX:1ABCE67415780C3051CFFEB9258BFF4F883944F4Le document en format XML
<record><TEI wicri:istexFullTextTei="biblStruct"><teiHeader><fileDesc><titleStmt><title xml:lang="en">Exploring memory for product names advertised with humour</title><author><name sortKey="Hansen, Jochim" sort="Hansen, Jochim" uniqKey="Hansen J" first="Jochim" last="Hansen">Jochim Hansen</name><affiliation><mods:affiliation>Department of Psychology, University of Basel Missionsstrasse 60/62, 4055 Basel, Switzerland</mods:affiliation></affiliation><affiliation><mods:affiliation>Department of Psychology, University of Basel Missionsstrasse 60/62 CH‐4055 Basel, Switzerland.</mods:affiliation></affiliation></author><author><name sortKey="Strick, Madelijn" sort="Strick, Madelijn" uniqKey="Strick M" first="Madelijn" last="Strick">Madelijn Strick</name><affiliation><mods:affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</mods:affiliation></affiliation></author><author><name sortKey="Van Baaren, Rick B" sort="Van Baaren, Rick B" uniqKey="Van Baaren R" first="Rick B." last="Van Baaren">Rick B. Van Baaren</name><affiliation><mods:affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</mods:affiliation></affiliation></author><author><name sortKey="Hooghuis, Mirjam" sort="Hooghuis, Mirjam" uniqKey="Hooghuis M" first="Mirjam" last="Hooghuis">Mirjam Hooghuis</name><affiliation><mods:affiliation>Career Factory, Van Baerlestraat 89, 1071 AT Amsterdam, The Netherlands</mods:affiliation></affiliation></author><author><name sortKey="Wigboldus, Daniel H J" sort="Wigboldus, Daniel H J" uniqKey="Wigboldus D" first="Daniël H. J." last="Wigboldus">Daniël H. J. Wigboldus</name><affiliation><mods:affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</mods:affiliation></affiliation></author></titleStmt><publicationStmt><idno type="wicri:source">ISTEX</idno><idno type="RBID">ISTEX:1ABCE67415780C3051CFFEB9258BFF4F883944F4</idno><date when="2009" year="2009">2009</date><idno type="doi">10.1002/cb.278</idno><idno type="url">https://api.istex.fr/document/1ABCE67415780C3051CFFEB9258BFF4F883944F4/fulltext/pdf</idno><idno type="wicri:Area/Istex/Corpus">001277</idno><idno type="wicri:explorRef" wicri:stream="Istex" wicri:step="Corpus" wicri:corpus="ISTEX">001277</idno></publicationStmt><sourceDesc><biblStruct><analytic><title level="a" type="main" xml:lang="en">Exploring memory for product names advertised with humour</title><author><name sortKey="Hansen, Jochim" sort="Hansen, Jochim" uniqKey="Hansen J" first="Jochim" last="Hansen">Jochim Hansen</name><affiliation><mods:affiliation>Department of Psychology, University of Basel Missionsstrasse 60/62, 4055 Basel, Switzerland</mods:affiliation></affiliation><affiliation><mods:affiliation>Department of Psychology, University of Basel Missionsstrasse 60/62 CH‐4055 Basel, Switzerland.</mods:affiliation></affiliation></author><author><name sortKey="Strick, Madelijn" sort="Strick, Madelijn" uniqKey="Strick M" first="Madelijn" last="Strick">Madelijn Strick</name><affiliation><mods:affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</mods:affiliation></affiliation></author><author><name sortKey="Van Baaren, Rick B" sort="Van Baaren, Rick B" uniqKey="Van Baaren R" first="Rick B." last="Van Baaren">Rick B. Van Baaren</name><affiliation><mods:affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</mods:affiliation></affiliation></author><author><name sortKey="Hooghuis, Mirjam" sort="Hooghuis, Mirjam" uniqKey="Hooghuis M" first="Mirjam" last="Hooghuis">Mirjam Hooghuis</name><affiliation><mods:affiliation>Career Factory, Van Baerlestraat 89, 1071 AT Amsterdam, The Netherlands</mods:affiliation></affiliation></author><author><name sortKey="Wigboldus, Daniel H J" sort="Wigboldus, Daniel H J" uniqKey="Wigboldus D" first="Daniël H. J." last="Wigboldus">Daniël H. J. Wigboldus</name><affiliation><mods:affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</mods:affiliation></affiliation></author></analytic><monogr></monogr><series><title level="j">Journal of Consumer Behaviour</title><title level="j" type="sub">An International Research Review</title><idno type="ISSN">1472-0817</idno><idno type="eISSN">1479-1838</idno><imprint><publisher>John Wiley & Sons, Ltd.</publisher><pubPlace>Chichester, UK</pubPlace><date type="published" when="2009-03">2009-03</date><biblScope unit="volume">8</biblScope><biblScope unit="issue">2‐3</biblScope><biblScope unit="page" from="135">135</biblScope><biblScope unit="page" to="148">148</biblScope></imprint><idno type="ISSN">1472-0817</idno></series><idno type="istex">1ABCE67415780C3051CFFEB9258BFF4F883944F4</idno><idno type="DOI">10.1002/cb.278</idno><idno type="ArticleID">CB278</idno></biblStruct></sourceDesc><seriesStmt><idno type="ISSN">1472-0817</idno></seriesStmt></fileDesc><profileDesc><textClass></textClass><langUsage><language ident="en">en</language></langUsage></profileDesc></teiHeader><front><div type="abstract" xml:lang="en">Three studies explored the effects of humour in advertising on brand name memory. Study 1 showed that humour impaired memory for products but enhanced memory for advertisements. Study 2 showed that brands that had been promoted in humorous advertisements were less accessible in memory than brands promoted in non‐humorous advertisements. Study 3 separated conscious and unconscious memory components with the process‐dissociation procedure 1 week after the ad exposure. The memory‐reducing effect of humour was found to be due to conscious memory processes alone. Unconscious familiarity was not affected by humour. The results suggest that humour distracts consumers from consciously, but not unconsciously, remembering the brand names. Copyright © 2009 John Wiley & Sons, Ltd.</div></front></TEI><istex><corpusName>wiley</corpusName><author><json:item><name>Jochim Hansen</name><affiliations><json:string>Department of Psychology, University of Basel Missionsstrasse 60/62, 4055 Basel, Switzerland</json:string><json:string>Department of Psychology, University of Basel Missionsstrasse 60/62 CH‐4055 Basel, Switzerland.</json:string></affiliations></json:item><json:item><name>Madelijn Strick</name><affiliations><json:string>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</json:string></affiliations></json:item><json:item><name>Rick B. van Baaren</name><affiliations><json:string>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</json:string></affiliations></json:item><json:item><name>Mirjam Hooghuis</name><affiliations><json:string>Career Factory, Van Baerlestraat 89, 1071 AT Amsterdam, The Netherlands</json:string></affiliations></json:item><json:item><name>Daniël H. J. Wigboldus</name><affiliations><json:string>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</json:string></affiliations></json:item></author><articleId><json:string>CB278</json:string></articleId><language><json:string>eng</json:string></language><originalGenre><json:string>article</json:string></originalGenre><abstract>Three studies explored the effects of humour in advertising on brand name memory. Study 1 showed that humour impaired memory for products but enhanced memory for advertisements. Study 2 showed that brands that had been promoted in humorous advertisements were less accessible in memory than brands promoted in non‐humorous advertisements. Study 3 separated conscious and unconscious memory components with the process‐dissociation procedure 1 week after the ad exposure. The memory‐reducing effect of humour was found to be due to conscious memory processes alone. Unconscious familiarity was not affected by humour. The results suggest that humour distracts consumers from consciously, but not unconsciously, remembering the brand names. 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science</json:string><json:string>business</json:string></wos><scienceMetrix></scienceMetrix></categories><publicationDate>2009</publicationDate><copyrightDate>2009</copyrightDate><doi><json:string>10.1002/cb.278</json:string></doi><id>1ABCE67415780C3051CFFEB9258BFF4F883944F4</id><score>0.019569537</score><fulltext><json:item><extension>pdf</extension><original>true</original><mimetype>application/pdf</mimetype><uri>https://api.istex.fr/document/1ABCE67415780C3051CFFEB9258BFF4F883944F4/fulltext/pdf</uri></json:item><json:item><extension>zip</extension><original>false</original><mimetype>application/zip</mimetype><uri>https://api.istex.fr/document/1ABCE67415780C3051CFFEB9258BFF4F883944F4/fulltext/zip</uri></json:item><istex:fulltextTEI uri="https://api.istex.fr/document/1ABCE67415780C3051CFFEB9258BFF4F883944F4/fulltext/tei"><teiHeader><fileDesc><titleStmt><title level="a" type="main" xml:lang="en">Exploring memory for product names advertised with humour</title></titleStmt><publicationStmt><authority>ISTEX</authority><publisher>John Wiley & Sons, Ltd.</publisher><pubPlace>Chichester, UK</pubPlace><availability><p>Copyright © 2009 John Wiley & Sons, Ltd.</p></availability><date>2009</date></publicationStmt><sourceDesc><biblStruct type="inbook"><analytic><title level="a" type="main" xml:lang="en">Exploring memory for product names advertised with humour</title><author xml:id="author-1"><persName><forename type="first">Jochim</forename><surname>Hansen</surname></persName><affiliation>Department of Psychology, University of Basel Missionsstrasse 60/62, 4055 Basel, Switzerland</affiliation><affiliation>Department of Psychology, University of Basel Missionsstrasse 60/62 CH‐4055 Basel, Switzerland.</affiliation></author><author xml:id="author-2"><persName><forename type="first">Madelijn</forename><surname>Strick</surname></persName><affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</affiliation></author><author xml:id="author-3"><persName><forename type="first">Rick B.</forename><surname>van Baaren</surname></persName><affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</affiliation></author><author xml:id="author-4"><persName><forename type="first">Mirjam</forename><surname>Hooghuis</surname></persName><note type="biography">Mirjam Hooghuis was a master student at the Radboud University Nijmegen at the time the present research was carried out.</note><affiliation>Mirjam Hooghuis was a master student at the Radboud University Nijmegen at the time the present research was carried out.</affiliation><affiliation>Career Factory, Van Baerlestraat 89, 1071 AT Amsterdam, The Netherlands</affiliation></author><author xml:id="author-5"><persName><forename type="first">Daniël H. J.</forename><surname>Wigboldus</surname></persName><affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</affiliation></author></analytic><monogr><title level="j">Journal of Consumer Behaviour</title><title level="j" type="sub">An International Research Review</title><idno type="pISSN">1472-0817</idno><idno type="eISSN">1479-1838</idno><idno type="DOI">10.1002/(ISSN)1479-1838</idno><imprint><publisher>John Wiley & Sons, Ltd.</publisher><pubPlace>Chichester, UK</pubPlace><date type="published" when="2009-03"></date><biblScope unit="volume">8</biblScope><biblScope unit="issue">2‐3</biblScope><biblScope unit="page" from="135">135</biblScope><biblScope unit="page" to="148">148</biblScope></imprint></monogr><idno type="istex">1ABCE67415780C3051CFFEB9258BFF4F883944F4</idno><idno type="DOI">10.1002/cb.278</idno><idno type="ArticleID">CB278</idno></biblStruct></sourceDesc></fileDesc><profileDesc><creation><date>2009</date></creation><langUsage><language ident="en">en</language></langUsage><abstract xml:lang="en"><p>Three studies explored the effects of humour in advertising on brand name memory. Study 1 showed that humour impaired memory for products but enhanced memory for advertisements. Study 2 showed that brands that had been promoted in humorous advertisements were less accessible in memory than brands promoted in non‐humorous advertisements. Study 3 separated conscious and unconscious memory components with the process‐dissociation procedure 1 week after the ad exposure. The memory‐reducing effect of humour was found to be due to conscious memory processes alone. Unconscious familiarity was not affected by humour. The results suggest that humour distracts consumers from consciously, but not unconsciously, remembering the brand names. Copyright © 2009 John Wiley & Sons, Ltd.</p></abstract><textClass><keywords scheme="Journal Subject"><list><head>article-category</head><item><term>Academic Paper</term></item></list></keywords></textClass></profileDesc><revisionDesc><change when="2009-03">Published</change></revisionDesc></teiHeader></istex:fulltextTEI><json:item><extension>txt</extension><original>false</original><mimetype>text/plain</mimetype><uri>https://api.istex.fr/document/1ABCE67415780C3051CFFEB9258BFF4F883944F4/fulltext/txt</uri></json:item></fulltext><metadata><istex:metadataXml wicri:clean="Wiley, elements deleted: body"><istex:xmlDeclaration>version="1.0" encoding="UTF-8" standalone="yes"</istex:xmlDeclaration><istex:document><component version="2.0" type="serialArticle" xml:lang="en"><header><publicationMeta level="product"><publisherInfo><publisherName>John Wiley & Sons, Ltd.</publisherName><publisherLoc>Chichester, UK</publisherLoc></publisherInfo><doi registered="yes">10.1002/(ISSN)1479-1838</doi><issn type="print">1472-0817</issn><issn type="electronic">1479-1838</issn><idGroup><id type="product" value="CB"></id></idGroup><titleGroup><title type="main" xml:lang="en" sort="JOURNAL OF CONSUMER BEHAVIOUR">Journal of Consumer Behaviour</title><title type="subtitle">An International Research Review</title></titleGroup></publicationMeta><publicationMeta level="part" position="25"><doi origin="wiley" registered="yes">10.1002/cb.v8:2/3</doi><numberingGroup><numbering type="journalVolume" number="8">8</numbering><numbering type="includedIssue">2</numbering><numbering type="includedIssue">3</numbering><numbering type="journalIssue">2‐3</numbering></numberingGroup><coverDate startDate="2009-03">March ‐ June 2009</coverDate></publicationMeta><publicationMeta level="unit" type="article" position="50" status="forIssue"><doi origin="wiley" registered="yes">10.1002/cb.278</doi><idGroup><id type="unit" value="CB278"></id></idGroup><countGroup><count type="pageTotal" number="14"></count></countGroup><titleGroup><title type="articleCategory">Academic Paper</title><title type="tocHeading1">Academic Papers</title></titleGroup><copyright ownership="publisher">Copyright © 2009 John Wiley & Sons, Ltd.</copyright><eventGroup><event type="publishedOnlineEarlyUnpaginated" date="2009-02-11"></event><event type="firstOnline" date="2009-02-11"></event><event type="publishedOnlineFinalForm" date="2009-03-06"></event><event type="xmlConverted" agent="Converter:JWSART34_TO_WML3G version:2.3.2 mode:FullText source:HeaderRef result:HeaderRef" date="2010-03-10"></event><event type="xmlConverted" agent="Converter:WILEY_ML3G_TO_WILEY_ML3GV2 version:3.8.8" date="2014-01-08"></event><event type="xmlConverted" agent="Converter:WML3G_To_WML3G version:4.1.7 mode:FullText,remove_FC" date="2014-10-30"></event></eventGroup><numberingGroup><numbering type="pageFirst">135</numbering><numbering type="pageLast">148</numbering></numberingGroup><correspondenceTo>Department of Psychology, University of Basel Missionsstrasse 60/62 CH‐4055 Basel, Switzerland.</correspondenceTo><linkGroup><link type="toTypesetVersion" href="file:CB.CB278.pdf"></link></linkGroup></publicationMeta><contentMeta><countGroup><count type="figureTotal" number="3"></count><count type="tableTotal" number="0"></count><count type="referenceTotal" number="42"></count></countGroup><titleGroup><title type="main" xml:lang="en">Exploring memory for product names advertised with humour</title><title type="short" xml:lang="en">Humor and memory</title></titleGroup><creators><creator xml:id="au1" creatorRole="author" affiliationRef="#af1" corresponding="yes"><personName><givenNames>Jochim</givenNames><familyName>Hansen</familyName></personName><contactDetails><email>jochim.hansen@unibas.ch</email></contactDetails></creator><creator xml:id="au2" creatorRole="author" affiliationRef="#af2"><personName><givenNames>Madelijn</givenNames><familyName>Strick</familyName></personName></creator><creator xml:id="au3" creatorRole="author" affiliationRef="#af2"><personName><givenNames>Rick B.</givenNames><familyName>van Baaren</familyName></personName></creator><creator xml:id="au4" creatorRole="author" affiliationRef="#af3" noteRef="#fn1"><personName><givenNames>Mirjam</givenNames><familyName>Hooghuis</familyName></personName></creator><creator xml:id="au5" creatorRole="author" affiliationRef="#af2"><personName><givenNames>Daniël H. J.</givenNames><familyName>Wigboldus</familyName></personName></creator></creators><affiliationGroup><affiliation xml:id="af1" countryCode="CH" type="organization"><unparsedAffiliation>Department of Psychology, University of Basel Missionsstrasse 60/62, 4055 Basel, Switzerland</unparsedAffiliation></affiliation><affiliation xml:id="af2" countryCode="NL" type="organization"><unparsedAffiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</unparsedAffiliation></affiliation><affiliation xml:id="af3" countryCode="NL" type="organization"><unparsedAffiliation>Career Factory, Van Baerlestraat 89, 1071 AT Amsterdam, The Netherlands</unparsedAffiliation></affiliation></affiliationGroup><abstractGroup><abstract type="main" xml:lang="en"><title type="main">Abstract</title><p><list xml:id="l1" style="bulleted"><listItem><p>Three studies explored the effects of humour in advertising on brand name memory. Study 1 showed that humour impaired memory for products but enhanced memory for advertisements. Study 2 showed that brands that had been promoted in humorous advertisements were less accessible in memory than brands promoted in non‐humorous advertisements. Study 3 separated conscious and unconscious memory components with the process‐dissociation procedure 1 week after the ad exposure. The memory‐reducing effect of humour was found to be due to conscious memory processes alone. Unconscious familiarity was not affected by humour. The results suggest that humour distracts consumers from consciously, but not unconsciously, remembering the brand names.</p></listItem></list> Copyright © 2009 John Wiley & Sons, Ltd.</p></abstract></abstractGroup></contentMeta><noteGroup><note xml:id="fn1"><p>Mirjam Hooghuis was a master student at the Radboud University Nijmegen at the time the present research was carried out.</p></note></noteGroup></header></component></istex:document></istex:metadataXml><mods version="3.6"><titleInfo lang="en"><title>Exploring memory for product names advertised with humour</title></titleInfo><titleInfo type="abbreviated" lang="en"><title>Humor and memory</title></titleInfo><titleInfo type="alternative" contentType="CDATA" lang="en"><title>Exploring memory for product names advertised with humour</title></titleInfo><name type="personal"><namePart type="given">Jochim</namePart><namePart type="family">Hansen</namePart><affiliation>Department of Psychology, University of Basel Missionsstrasse 60/62, 4055 Basel, Switzerland</affiliation><affiliation>Department of Psychology, University of Basel Missionsstrasse 60/62 CH‐4055 Basel, Switzerland.</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Madelijn</namePart><namePart type="family">Strick</namePart><affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Rick B.</namePart><namePart type="family">van Baaren</namePart><affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Mirjam</namePart><namePart type="family">Hooghuis</namePart><affiliation>Career Factory, Van Baerlestraat 89, 1071 AT Amsterdam, The Netherlands</affiliation><description>Mirjam Hooghuis was a master student at the Radboud University Nijmegen at the time the present research was carried out.</description><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Daniël H. J.</namePart><namePart type="family">Wigboldus</namePart><affiliation>Department of Social Psychology Behavioural Science Institute, Radboud University Nijmegen, 6500 HE Nijmegen, The Netherlands</affiliation><role><roleTerm type="text">author</roleTerm></role></name><typeOfResource>text</typeOfResource><genre type="article" displayLabel="article"></genre><originInfo><publisher>John Wiley & Sons, Ltd.</publisher><place><placeTerm type="text">Chichester, UK</placeTerm></place><dateIssued encoding="w3cdtf">2009-03</dateIssued><copyrightDate encoding="w3cdtf">2009</copyrightDate></originInfo><language><languageTerm type="code" authority="rfc3066">en</languageTerm><languageTerm type="code" authority="iso639-2b">eng</languageTerm></language><physicalDescription><internetMediaType>text/html</internetMediaType><extent unit="figures">3</extent><extent unit="references">42</extent></physicalDescription><abstract lang="en">Three studies explored the effects of humour in advertising on brand name memory. Study 1 showed that humour impaired memory for products but enhanced memory for advertisements. Study 2 showed that brands that had been promoted in humorous advertisements were less accessible in memory than brands promoted in non‐humorous advertisements. Study 3 separated conscious and unconscious memory components with the process‐dissociation procedure 1 week after the ad exposure. The memory‐reducing effect of humour was found to be due to conscious memory processes alone. Unconscious familiarity was not affected by humour. The results suggest that humour distracts consumers from consciously, but not unconsciously, remembering the brand names. 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