Abstract
This study investigates the effect of humor in advertising on three dependent measures of advertising effectiveness: perceived humor, attitude toward the brand, and ad recall. Also examined are the effects of multiple exposures and the effects of social setting (size of the audience). Humor is found to influence consumers' brand attitude and their brand information recall. Perceived humor appears to be affected by social setting, but unaffected by another mediating factor: frequency of exposure. (Author/publisher)