IMPACT OF HUMOR IN ADVERTISING ON CONSUMER PURCHASING DECISIONS

Abstract

Advertising involves using various advertising techniques to meet the objectives proposed and reach vast consumers who remember the brand and product due to the campaign's effectiveness. Humor is typical in advertising, but this paper evaluates its impact on the overall purchasing decisions of the consumer. The study's outcome confirmed that humor in advertisements helps bring the desired actions from the customer's end but doesn't guarantee success. If used effectively, information and persuasion, along with humor, can successfully affect an individual's buying decision.