Consumers who are low in need for cognition and high in need for humor respond more favorably to humorous advertising appeals than those high in need for cognition and low in need for humor.

Question

Quizplus · Accepted Answer

This statement is supported by research on the effectiveness of humorous advertising appeals. Low need for cognition consumers may not be as motivated to process a message deeply, but they may still respond positively to an amusing ad. On the other hand, high need for cognition consumers may be more critical and analytical, and may not find humor to be a sufficient reason to buy a product.

Consumers Who Are Low in Need for Cognition and High