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題名 How Morality Judgments Influence Humor Perceptions of Prankvertising
作者 張卿卿
Chang, Chingching
貢獻者 廣告系
關鍵詞 benign violation theory; branded entertainment; branded videos; humor perceptions; humor appreciation; morality; prankvertising; viral ads
日期 2020-05
上傳時間 25-一月-2021 14:28:40 (UTC+8)
摘要 Prankvertising, an innovative form of branded entertainment, has not attracted much research attention yet. This article proposes a morality-centered theoretical framework to explain how and when prankvertising triggers humor and evokes positive brand attitudes. By integrating benign violation theory and morality literature, this study presents a mediated moderation model to explain humor perceptions of prankvertising. A defining aspect of prankvertising—shocking unsuspecting people—represents a transgression of social norms that can activate viewers’ moral censoring. The proposed model builds on the proposition that victims’ expressions of surprise indicate the degree of this transgression, which can induce humor perceptions and result in positive brand attitude changes among viewers if it is morally justified. In the proposed model, the mediating effect of victims’ surprise on brand attitudes, through morality judgments and humor perceptions, varies with two main cues: victims’ expressions of fear and the meaningfulness of the pranks. Four studies test and confirm the proposed mediated moderation model.
關聯 International Journal of Advertising
資料類型 article
DOI https://doi.org/10.1080/02650487.2020.1772648
dc.contributor 廣告系
dc.creator (作者) 張卿卿
dc.creator (作者) Chang, Chingching
dc.date (日期) 2020-05
dc.date.accessioned 25-一月-2021 14:28:40 (UTC+8)-
dc.date.available 25-一月-2021 14:28:40 (UTC+8)-
dc.date.issued (上傳時間) 25-一月-2021 14:28:40 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/133728-
dc.description.abstract (摘要) Prankvertising, an innovative form of branded entertainment, has not attracted much research attention yet. This article proposes a morality-centered theoretical framework to explain how and when prankvertising triggers humor and evokes positive brand attitudes. By integrating benign violation theory and morality literature, this study presents a mediated moderation model to explain humor perceptions of prankvertising. A defining aspect of prankvertising—shocking unsuspecting people—represents a transgression of social norms that can activate viewers’ moral censoring. The proposed model builds on the proposition that victims’ expressions of surprise indicate the degree of this transgression, which can induce humor perceptions and result in positive brand attitude changes among viewers if it is morally justified. In the proposed model, the mediating effect of victims’ surprise on brand attitudes, through morality judgments and humor perceptions, varies with two main cues: victims’ expressions of fear and the meaningfulness of the pranks. Four studies test and confirm the proposed mediated moderation model.
dc.format.extent 2020124 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) International Journal of Advertising
dc.subject (關鍵詞) benign violation theory; branded entertainment; branded videos; humor perceptions; humor appreciation; morality; prankvertising; viral ads
dc.title (題名) How Morality Judgments Influence Humor Perceptions of Prankvertising
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1080/02650487.2020.1772648
dc.doi.uri (DOI) https://doi.org/10.1080/02650487.2020.1772648