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Abstract:
This research highlights the results from research on whimsical humor cognitive priming and product type on consumer indulgence. Participants were randomly assigned to one of four conditions where whimsical humor cognitive priming and product type in the fast moving consumer goods domain were experimentally manipulated. Consumer attitude, behavior, and choice in hypothetical decision-making scenarios, brand relationship, self-reward, and indulgent consumer behavior were utilized as dependent measures. There was evidence of an interaction, suggesting that whimsical humor cognitive priming effects were pronounced when the product category was creative in nature. This preliminary research adds to other scholarly efforts examining the role of humor on influencing consumer behavior. Implications are discussed from a branding perspective.
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