Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
The Effect of Surprise and Positive Moderators on Attitude
towards AD in Humorous TV Advertising
Shuja Ilyas* and Ishfaq Ahmed**
The past research studies indicated the factors involving in ad
effectiveness in humorous TV advertising (Alden, Mukherjee and
Hoyer;2000). In this research study we have examined the Surprise –
Attitude towards ad relationship with moderating effect of Suspense
and Playfulness in a humorous TV advertising. This model has role in
ad effectiveness in humorous advertising.
The data was collected by ad stimuli experimental sessions from two
different public sector universities of the region. The results of data
analysis show a significant effect of surprise upon Aad. Furthermore it
was also noted that suspense and playfulness created by the ad
moderates the Surprise-Aad relationship positively.It was concluded
that a proposed model is very effective humorous advertising. So it
should be executed appropriately in humorous TV advertising. The
applied perspectives, limitations and directions of future research are
suggested.
Keywords: TV Advertising, Surprise, Humor.
1. Introduction
Advertising is a core stone of marketing and promotional strategies for any type of
business organization. It is defined as “a complex form of communication, in which
different strategies are used to influence consumer behavior”. It is very effective way of
marketing communication for any advertiser. TV advertising is useful tool in media
advertisement process. The current era is based upon the innovation of technology, so
in this the TV advertising has gained much more limelight for profit earning
organizations. TV advertisement is easily accessible and much more accepted by the
target audience as compared to other media advertising. It also persuades consumer
behavior by leaving strong concrete impression in the mind of viewer. The Humorous
TV advertising is playing much role in generating favorable attitude towards ad. The
researcher like Currim and Shoemaker also highlighted the importance of TV humorous
ads has significantly creating brand awareness through the fun and playful acts. The
uniqueness of humorous ads also contributes substantially in sales of product or
services, if it is placed and executed appropriately. Due to it’s positive results in ad
effectiveness the humorous advertisement has gain the priority in marketing and
promotional strategies of companies. The humorous ad changes the emotional moods
of individual. They have capability to manipulate with the emotional stings of human
being.
______________________________________________
*Assistant Professor, University Institute of Management Sciences, PMAS Arid Agriculture University,
Rawalpindi, Email: shuja@uaar.edu.pk, shujay3k@yahoo.com
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
2. Literature Review
The past research study done in 1996 argues that advertising variables are linked with
ad persuasiveness through the affective and cognitive responses. The Aad is
significantly correlated with persuasiveness. In study 129 undergraduates viewed 240
ads. They provide their responses regarding affect, cognition and ad persuasiveness. It
was concluded that all advertising variables are dependent over affective and cognitive
constructs (Arjun Chadhuri). The attitude towards ad (Aad) is directly related to
consumer and they have freedom to express their behavior freely in response to
exposed advertisements (Arrington;1982).
The researchers examined the effect of Humor on advertisements previously. The
researchers claim a positive link between humor and attitude towards ad. From the data
analysis the results shows that humor significantly contributes in ad effectiveness
(Perry, King and Hester; 1997). The other research study also reports that humorous
ads are more liked as compared to other categories of ads (Galloway; 2001). The
humor also serves as an effective strategic tool in getting attention of viewer. The
playful acts and humor leads to favorable attitude of individual. It also impact on
individual’s purchase intentions and brand attitudes (Weinberger and Gules; 1992)
Another past research study explained the attributes of ads performance. The 278
subjects participated in ads relating experimental ads session. The results depicts that
the content and style of ads significantly influence Aad. The excellent blend of content–
style yields better and favorable attitude towards the ad (Horm and Ewen; 1977).
Another previous research also emphasized on the role of humor liking trait of the target
audience of the advertisement effectiveness. It shows that humor liking depends upon
the form of humor, level of emotional content , frame of reference and appeals of the
concerning situation (Kapass ;1966). In a resent research program by Hanisen, Strick,
Rick B. Van, Hooghm,s and Weigoldus (2009) it was explored the effects of humor over
individual capability to remember brand names in the respective ads. In this regard two
sub-studies were conducted. In first one 66 subjects recorded their responses on
respective questionnaires after observing 30 different humorous and non-humorous
ads. The results shows that humor as an element significantly enhance the viewer
capability to recall the ads. Humor increases the individual memory in respective to
advertisements. In Second one 41 subjects participated in ad experimental session.
This also indicated that humor distracts viewer consciously, not unconsciously. It
contributes effectively in remembering brand names.
In research study done by Cline, Altsech and Kellaris (2003) that personal trait of Need
For Humor (NFH) individual tendency has key role in humor seeking feelings. In study
105 participants were exposed to different experimental ads. The measurements of the
variables were done through respective questionnaire. The NFH trait was defined as an
individual capability to generate and seek humor in response to exposed environment.
The individuals with higher level of NFH trait express more positive or favorable attitude
towards ad. “The need for cognition and time pressure are helpful in generating
favorable humorous Aad” (TengiKao; 2011). Individuals with higher level of cognition for
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
humor exhibits more positive / favorable attitude towards ad and purchase intention as
compared to lower lever individuals. Furthermore in pervious the relationship between
viewer emotional reactions and their evaluations with respect to TV ads using Viewer
Response Profile (VRP). The VRP was presented by Schiliger (1979) for the
measurement of individual emotional responses. VRP consists of many emotional
dimensions, which are very helpful in detail evaluation of viewer responses. The results
of the study indicates that demographic characteristics have also influence over
emotions and also individuals emotional responses are key player in advertising
evaluation process. These emotional have also tendency to manipulate consumer
behavior (Stout and Rust; 1993). The public service advertisements entailing evoking
emotional feelings have capability to induce individual helping and favorable response
to advertisement (Bagozzi and Moore; 1994). The emotions significantly affect ad
effectiveness and purchase intentions of viewer (Shimp and Staurt; 2004).
The research work that conducted by Benson (1938) highlighted the new emerging
trends in the advertising area. It highlighted the innovations in ad execution techniques,
ad content, technical support etc. these improved gains help the advertiser to grab
viewer attention in order to exert or influence individual buying behavior. It was also
intimated that ads on TV should be telecast in appropriate manner and frequency
because it also affects consumer attitude. More intense telecast of ad irritates the target
audience that leads to unfavorable attitude toward ad (Tesler; 1969)
For Surprise
Surprise is defined as individual experience for accounting “unexpected” or “unusual”
(Wilkinson and Kitginger; 2006). The other past research article defines surprise as a
feeling of individual in reaction to visual display of any message or object (Neville,
Synder, Woods, Glambous; 1982). The Event Related Brain Potentials (ERP) concept
was used to evaluate the degree of surprise of the subjects in the research study. It was
derived that average amplitude on ERP that surprise of recognized visual was higher as
compared to others.
In the research project of Alden, Mukherjee and Hoyer (2000), the Incongruity, Surprise
and Aad relationship network was examined. The different positive moderators like
warmth, playfulness and ease of resolution were induced in the study. The two substudies were done in this regard. Study 1 depicts that surprise has a significant impact
upon Aad. Whereas, Study 2 determines the degree of two important contextual
dimensions of Surprise that are Playfulness and Threat. During data analysis it was
found that surprise is closely related to humor when level of playfulness was higher then
when it was low. According to another pervious research study in 1980 Surprise is
defined “as a difference between individual’s anticipations, expectations and
experiences relevant to new changed environment”. The different five forms of surprise
are often aroused during unexpected changes in settings by the individual. The first one
is due to conscious expectations of earlier individual experiences. Secondly is due to
unmet expectations, thirdly is due to un-anticipations of new settings, and fourthly is due
to in-accuracy in forecasting of internal response towards a particular scene. Finally the
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
fifth one is due to individual background. This surprise is take-up as a element for input
sense making process, which in turn also shapes the individual reaction or attitude
towards exposed environment or ad (Louis; 1980). Recently it was confirmed that the
surprise effectively contributes in building a strong customer relationship and
competitive advantage for the organization/ advertiser. The results of study conforms
that surprise plays a vital role in advertisement. It helps to enhance purchase intentions,
positive word of mouth, and trust and customer satisfaction. The delight
(Surprise+Humor) makes a positive impact on person. It greatly helps in generating
favorable attitude towards exposed message and media (Bergeron and Roy; 2008). The
surprise has great impact upon the moods and behavior of a person. Surprise act as
deciding factor in individual attitude towards exposed settings (Flannery; 1984).
Furthermore it is observed from pervious researches that surprise is a vital part of a
blend, in which all emotions are elicited. The surprise may result in positive or negative
impact on individual behavior but surprise has vital contribution in customer attitude
towards different exposed environments (Hiatt, Campos, Emde; 1979). Surprise is an
effective contributing emotional dimension in the advertisement. The research of Orth
and Holancova (2003) indicates that surprise is directly affected by the incongruence in
ads. Approximately 300 subjects were given a relevant emotional stimulus scheme that
contains ads and questionnaire. It was observed that surprise is a key player in shaping
individual attitude towards ads. Surprise has big influential impact upon attitude towards
exposed ads of viewer.
Another research of 1998 argues that ad-evoked feelings including surprise have
contingently asymmetrical impact upon attitude towards ads (Brown, Homer and
Inman). The strong and dynamic bond between Moment-To-Moment (MTM) Surprise
and Moment-To-Moment (MTM) Humor was postulated by previous research work
(Elpers, Mukherjee, Hoyer ;2004). It also describes the effects of MTM Attitude towards
ad on ad evaluations. A sample of 30 ads was used as stimuli for two separate groups
(25 each). It was derived from data analysis that higher MTM Surprise precedes higher
MTM Humor respectively for humorous ads. Secondly MTM Surprise together with MTM
Humor increases the overall ad effectiveness. This also helps in enhancing favorable
attitude towards ad of viewer.
For Suspense
In research program conducted by Alwitt (2002) investigated the role of suspense in
advertisements and programs .The suspense is defined as individual emotional reaction
that is depended upon structural characteristics of an unfolding dramatic/narrative. The
suspense element was measured in ads or programs in a two different ad categories
i.e. suspenseful and non-suspenseful ads. In this research program three distinct
research studies were done. The end conclusion of this research program was that the
suspense is very helpful in ads because it enhances ads effectiveness through interest
and curiousness. The researcher concludes that suspense as an ingredient in
humorous ads is very helpful in grabbing viewer attention. This in turn results in ad
effectiveness and enhance positive and favorable viewer’s attitude towards ads. The
three sub-studies were done in this research program. The Study 1 examine the ads
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
content of ads that were some structural characteristics and emotional reactions that
discrete suspenseful ads and non-suspenseful ads. The jury noted eleven basic
structural characteristics of suspenseful ads. It was also derived that suspense is
closely related with time dependent characteristics and event based characteristics.
Study 2 examines the time dependent factors (Hope, curious and fear) for viewer
attitude towards ads and time duration of two distinct ads categories i.e. suspenseful
and non-suspenseful. The subjects recorded their response on questionnaire after
viewing 6 different TV ads. The results were derived that the time dependent factors are
extensively related to suspenseful ads as compared to non-suspenseful ads. It was also
noted that the time duration of suspenseful ads is perceived shorter then nonsuspenseful ads. Whereas, Study 3 examines the consequences of suspenseful and
non-suspenseful ads and their relevance with emotional and behavioral reaction of
viewer. The 66 subjects recorded their responses to open-end questions after viewing 2
different ads. The results confirm the results of study 2 in addition with that description
of viewer attitude towards ads. The there is a strong bond of relationship between
suspense and humor (Caroll; 1999). The blend of suspense and humor is very effective
for any program content execution.
For Playfulness
According to research article of Caruana and Vella (2003) playfulness with ad is defined
“as a method through which individual gains enjoyment during the interaction process
with ads/commercials”. The adult playfulness scale and viewer response profile was
used in the study. It was found that playfulness is an important component of attitude
towards humorous ads. The adult viewer with higher playfulness level has reported that
these ads are more interesting and entertaining. The result of this study support the
view that viewer that exhibits higher level of playfulness manifest entertainment and
lower the level of confusion. This research study also derives that higher level of
playfulness have positive impact on attitude towards ads. It was also seen from recent
literature that playfulness or fun is very important element or factor in directing the
attitude of observer towards ad (Simona De Lullo; 2010). Playfulness arises as a
pleasant feeling of an individual in response to changes in environment. Playfulness
also directly impact on observer attitude towards ads. Another research study of 2008
(Calvert) postulates that the playful ads are more likeable by viewer as compared to
non-playful ads.
For Attitude towards ad (Aad)
According to Mackenzie and Lutz (1989) Attitude towards ad (Aad) is defined as “a predisposition to respond in a favorable or unfavorable manner to a particular advertising
stimulus during the particular exposure occasion”. The data was obtained from 120
MBA and undergraduate subjects during experimental procedure regarding
advertisements. It was extracted from analysis that a significant relationship network
exists between ad perceptions, as creditability and Aad. This favorable Aad leads to
desire consumer behavior. The attitude of viewer towards advertisement has a strong
relationship with his/her behavior (Melody Tang, Shu-Chantts and Ting-Ping Liang ;
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
2004). The attitude of an individual is the key determinant of behavior in response to
exposed ads. The ARM model helps to improve Aad in advertising. This ad liking
behavior also leads in to brand persuasion relating to product and services (Metha and
Purvis; 1994). Which in turn results in increase in buying interest in relevant product
category, directly or indirectly through it’s influence on brand rating.
Recently the research conducted by Koordeman, Anschutz and Engels (2011) validates
the role of Aad in individual response process. The findings highlight that there exists a
relationship between Aad and consumer behavior but its magnitude may be different.
Aad is a key element in the evaluation of advertising effectiveness. Aad exerts a
significant influence over consumer purchasing intentions or ideas. It also shapes the
consumer behavior (Mackenzie, Lutz and Blech; 1986)
In research work done by Madden, Allen and Twibble (1988) shows the distinction for
cognitive assessment and affective reaction as a separate dimension of attitude towards
ad (Aad). The Aad was analyzed in two separate groups i.e. Disguised and NonDisguised. There were eight groups containing 15-20 subjects. It was noted that
affective reaction and cognitive assessment entails different types of information about
Aad. This research concludes that affective reaction of viewer has significant impact
upon its intentions and behavior. It was also noted that disguised and non-disguised
conditions also affects the nature of the individual affective and cognitive responses
towards ads. Aad is made up two vital components i.e. are institutional and
instrumental. Both of these elements lead to positive purchase intensions of the
individual (Muehling; 1987). These elements have power to influence upon consumer
attitude. Much of past literature confirms a close relationship of ad effectiveness and
individual/ consumer behavior.
Even it was seen from past researches that there exists relevance between the ad
liking, ad believability and brand attitude. The correlation was derived between ad liking
and believability, which also effects consumer behavior (Ching Chang; 2005). It was
presented that viewer imagery is related to the perceived novelty of the advertisements,
whereas analyzing is concerns with less favorable attitude towards advertisement
content. Both of these have significant control over consumer attitude towards ads
(Olivers, Robertson and Mitchell; 1993). Another past research (Burton and
Lichtenstien; 1988) claims that attitude towards ad (Aad) is very important in advertising
because it is believed that likeable ads create a sensible favorable impressions on
consumers. About 278 subjects participated in experiment for this research project.
Findings of this research project suggest that the content of the ad is very key element
of Aad. Findings also show that the Aad is a reliable predictor of consumer purchase
intentions and transactional deal. Attitude towards ads of effective advertisement
influence over the purchase intention and overall response towards exposed
advertisement significantly (Elliot and P.Speck; 2005). So the structure of advertisement
should effective in all respect because it significantly impact over attitude towards
website.
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
The past literature also confirms a directly proportional relationship between ad
portrayals and Aad. The positive response leads to purchasing behavior of individual. It
was derived from research process that individuals whose masculinity or femininity was
accessible between ad portrayals and their self ratings were predicted more influenced
positively on Aad. This also have significant on buying behavior of individual (Stewart
and Koslow; 2006). The same researcher also argues in another article that ads
manifest a positive impact on individual’s ability regarding ads message recall and
persuasion.
On the basis of above literature review following hypothesis has been proposed
H0:-The effect of Surprise on Attitude towards ad (Aad) will be weaker when level of
suspense is high then when it is low
H1:- The effect of Surprise on Attitude towards ad (Aad) will be stronger when level of
suspense is high then when it is low.
H0:-The effect of Surprise on Attitude towards ad (Aad) will be weaker when level of
suspense is high then when it is low
H2:- The effect of Surprise on Attitude towards ad (Aad) will be stronger when level of
Playfulness is high then when it is low.
H0:- The weaker impact of Surprise will leads to favorable Attitude towards ad (Aad).
H3:- The stronger impact of Surprise will leads to favorable Attitude towards ad (Aad).
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
3. Conceptual Frame Work:
Surprise
Aad(Humorous)
Suspense
&
Playfulness
Detail of Role for Variables
Independent Variable: Surprise
Moderating Variables: Suspense and Playfulness
Dependent Variable: Attitude towards Humorous ad (Aad)
4. Description of Variables
Surprise:
It is key element of emotional responses framework of human being. In a proposed
model the surprise in impacting upon Aad in humorous advertising as an independent
variable. In-fact it refers to the individual responses related to a exposed scene, which
as unexpected outcomes according to viewer perceptions. The surprise effectively
contributes in regulating moods and behaviors of viewer.
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
Suspense:
It is also among the emotions of human being. It refers to curiousness of viewer against
unfolding dramatic scenario. It increases the degree of interest of viewer to the exposed
scene. It also creates interest in a scene for viewer. In a proposed model it playing a
role of moderator for Surprise-Aad relationship.
Playfulness:
It refers to the fun and playful evoking feelings of viewer by advertisement. The
concrete serious message is conveyed to the target audience in a jolly manner. In a
proposed model it is also playing a role of moderator for Surprise-Aad relationship. It
grabs the attention of viewer towards the advertisement due to uniqueness and
imaginative way of communication.
Attitude towards ad (Aad):
Aad is a end result of any exposed environment. It is responsive action or attitude of
viewer towards exposed humorous advertisement. It also reflects the ad liking by the
target audience. In proposed model it acting as a dependent variable in a Surprise-Aad
relationship.
5. Research Design
Methodology
The ad stimulus experimental method was used during the research process. This
method as been significantly used in pervious research studies for researching on
viewer attitude towards advertisement by renowned researchers (Alden, Mukherjee &
Hoyer; 2000: Hollbrook, Onley & Batra; 1991). Initially 45 Humorous TV ads were
downloaded that were often run on terrestrial and private channels. The short-listed 13
highly Humorous TV ads by the research supervisor were decided to use in ad
experimental sessions for data collection process. The data was obtained through
questionnaire from subjects after ad experimental session in two renowned universities
of Rawalpindi region i.e. PMAS-Arid Agriculture University and Virtual University. The
Sample of Subject is composed up of Bachelors and Masters Students of above
mentioned institutes. Initially 255-260 questionnaires were distributed among subjects
but finally the data of 235 questionnaires was consider valid and was used in data
analysis. The SPSS version 16 was used for the data analysis.
5.1 Description of Instrument
The Items and scales for different variables were adopted from Alwitt:2002 ; Arjun
Chahudhri:1996 ; Vanhamme:2001 and VRP by Schlinger:1979. The questionnaire
reliability is at excellent level for model according to Crobanch Alpha value i.e. 0.81.
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
5.2 Data Analysis
Demographic Variables
Gender, Qualification and Institute were taken as demographic (control) variables in the
research study because they are capable to affect results. When these demographic
(control) variables were entered, it was noted that none of them exhibits any significant
impact on variables.
Descriptive Analysis
Mean
Standard Deviation
Sr
Variable
1
Surprise
3.84
0.753
2
Suspense
3.92
1.035
3
Playfulness
4.07
0.837
4
Aad
2.86
0.525
This table shows mean scores and standard deviation of surprise, suspense,
playfulness and Aad. The mean score for surprise is 3.84 which shows that respondents
are agreed to the surprise element. The mean score for suspense is 3.92, which shows
that respondents are agreed. The mean score for playfulness is 4.07, which shows that
respondents are slightly more agreed. The mean score for Aad is 2.86, which shows
that respondents are slightly are neutral with statement. Standard deviation shows the
deviation from the mean of each dimension.
6. Correlation Analysis
The Correlation analysis on two-tailed test of variables is given below. The value of
N=235.
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
Variables
Surprise
1
Suspense
0.572**
1
Playfulness
0.600**
0.650**
1
Aad
0.342**
0.428**
0.407**
1
** indicates the significance of the values
Pearson Correlation results are shown in above Table . Correlation shows the
relationship among the variables. The results indicate that all the variables have
significant and moderate relationship. Surprise has a moderate relationship with
suspense (0.5722). Surprise has a moderate relationship with playfulness (0.600). The
relationship between surprise and Aad is positive but weak (0.342). Suspense has
significant and moderate to strong link with playfulness (0.650). While the value of
(0.428) indicates a moderate link between suspense and Aad. Playfulness also has a
moderate link with Aad (0.407).
7. Regression Analysis
The Result of Direct Regression Analysis of Surprise-Aad
The following table shows the result of direct regression of Surprise( Independent
Variable) upon Aad(Dependent Variable). The values of R square, R square change
and Durbin Watson indicates the impact of Surprise(Independent Variable) upon
Aad(Dependent Variable).
b
Model Summary
Model
1
R
.342
a
R
Adjusted
Std. Error
Square
R Square
of the
R Square
F
Estimate
Change
Change
.117
.113
a. Predictors: (Constant), Surprise
b. Dependent Variable: Aad
.49456
Change Statistics
.117
30.896
df1
Durbin-
df2
Sig. F
Watson
Change
1
233
.000
1.490
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
Coefficients
Model
a
Unstandardized Coefficients
Standardized
t
Sig.
Coefficients
B
1
(Constant)
Std. Error
Beta
1.942
.168
.238
.043
Surprise
.342
11.572
.000
5.558
.000
a. Dependent Variable: Aad
The above table shows the result of direct regression of Surprise( Independent
Variable) upon Aad(Dependent Variable). The values of R square, R square change
and Durbin Watson indicates the impact of Surprise(Independent Variable) upon
Aad(Dependent Variable).
The Result of Surprise, Aad and Moderator 1 (Suspense) Regression Analysis
c
Model Summary
Model
1
2
R
R
Adjusted
Std. Error
Change Statistics
Square
R Square
of the
R Square
F
Estimate
Change
Change
df1
Durbin-
Df2
Sig. F
Change
.444
a
.197
.191
.47252
.197
28.544
2
232
.000
.474
b
.225
.214
.46549
.027
8.061
1
231
.005
a. Predictors: (Constant), Suspense, Surprise
b. Predictors: (Constant), Suspense, Surprise,
Moderator1
c. Dependent Variable: Aad
Coefficients
Model
Unstandardized Coefficients
a
Standardized
T
Sig.
Coefficients
B
1
2
(Constant)
Std. Error
1.784
.164
Surprise
.101
.050
Suspense
.175
.036
(Constant)
2.836
.404
Surprise
-.213
.121
Suspense
-.145
.091
Moderator1
a. Dependent Variable: Aad
Watson
Beta
10.907
.000
.145
2.017
.045
.346
4.821
.000
7.019
.000
-.306
-1.762
.079
.118
-.286
-1.224
.222
.032
.977
2.839
.005
1.539
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
The Result of Surprise, Aad and Moderator 1 (Suspense) Regression Analysis
The above table shows the result of regression for Surprise( Independent Variable) and
Moderator 1 (Surprise*Suspense) upon Aad(Dependent Variable). The values of R
square, R square change and Durbin Watson indicates the impact of
Surprise(Independent Variable) upon Aad(Dependent Variable) is enhanced positively
by the adding the moderator 1 (Surprise*Suspense).
The Result of Surprise, Aad and Moderator 2 (Playfulness) Regression Analyses
c
Model Summary
Model
1
2
R
R
Adjusted
Std. Error
Change Statistics
Square
R Square
of the
R Square
F
Estimate
Change
Change
df1
Durbin-
Df2
Sig. F
Watson
Change
.425
a
.181
.174
.47747
.181
25.563
2
232
.000
.475
b
.225
.215
.46522
.045
13.383
1
231
.000
1.579
a. Predictors: (Constant), Playfulness, Surprise
b. Predictors: (Constant), Playfulness,
Surprise, Moderator2
c. Dependent Variable: Aad
Coefficients
Model
Unstandardized Coefficients
a
Standardized
t
Sig.
Coefficients
B
1
2
(Constant)
Std. Error
1.643
.177
Surprise
.107
.052
Playfulness
.197
.047
(Constant)
3.423
.516
Surprise
-.445
.159
Playfulness
-.309
Moderator2
.150
Beta
9.306
.000
.153
2.066
.040
.315
4.240
.000
6.634
.000
-.639
-2.798
.006
.146
-.492
-2.120
.035
.041
1.446
3.658
.000
a. Dependent Variable: Aad
The result of Surprise, Aad and Moderator 2 (Playfulness) Regression Analysis
The above table shows the result of regression for Surprise (Independent Variable) and
Moderator 2 (Surprise*Playfulness) upon Aad(Dependent Variable). The values of R
square, R square change and Durbin Watson indicates the impact of
Surprise(Independent Variable) upon Aad(Dependent Variable) is enhanced positively
by the adding the moderator 2 (Surprise*Playfulness).
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
8. Major Findings
In the light of above statistical analysis, here are the major findings.
H1:- The impact of Surprise on Attitude towards ad (Aad) will be stronger when
level of Suspense is high then when it is low.
The analysis shows a significant relationship between variables. It clearly shows the
moderating effect of suspense in a Surprise-Aad relationship framework. The suspense
strengthens the impact of surprise upon Aad. It also increases ad effectiveness.
H2:- The impact of Surprise on Attitude towards ad (Aad) will be stronger when
level of Playfulness is high then when it is low.
The analysis shows a significant relationship between variables. It clearly shows the
moderating effect of suspense in a Surprise-Aad relationship framework. The
playfulness strengthens the impact of surprise upon Aad. It also increases ad
effectiveness.
H3:- The stronger impact of Surprise will leads to favorable Attitude towards ad
(Aad).
The results indicate a close relationship of surprise with favorable Aad. It can lead to
positive attitude of viewer.
9. Conclusion
It is concluded that Surprise-Aad relationship framework have a great contribution in ad
effectiveness. This relationship enhances the efforts of advistiser through advertising
process to achieve it,s target goals. It is very useful strategic tool for humorous
advertising to achieve it,s objectives. The surprise is closely related to the Aad, so it has
some influence over consumer behavior. The element of suspense strengthens this
relationship bond by moderating effect. The impact of surprise on Aad is enhanced by
suspense and it also improves ad effectiveness. The playfulness is also a key player in
strengthen the bond between surprise and Aad by moderation process. It is very helpful
in grabing viewer attention and creating interest in humorous advertisement. The
appropriate degree of these vital elements is very effective in creating a concrete
impression in the mindset of viewer. This also persuades customers towards brands by
manipulating purchase intentions. The brand / company image and sales can be
improved by executing this relationship in humorous advertisement.
Therefore Surprise-Aad relationship framework has a great importance in the area of
humorous advertising. The advertiser should give a great concern to this relationship for
enhancing ad effectiveness. These elements help advertiser to gain the excellent profits
by enhancing sales through manipulating positive purchase attitude and intentions of
the viewer. The findings of the result study confirm the necessity of Surprise-Aad
relationship framework with moderating effect of suspense and playfulness for creating
Proceedings of 9th International Business and Social Science Research Conference
6 - 8 January, 2014, Novotel World Trade Centre, Dubai, UAE, ISBN: 978-1-922069-41-2
a effective and handy humorous advertisement. The concrete message is conveyed to
the customer in a unique manner, at the end this leads to desiring results.
10. Limitations and Future Research
This research study is based on advertising model that was applied on humorous
advertising, so the results same model on other type of advertising may differ. The time
span available for project research also acts as performance constraint. The financial
constraints were occurred during research process. The non-availability of adequate
supportive material was also issue for us. The sample size of research was limited to
235 subjects so the results may differ on increasing sample size. There is much scope
for research in this advertising area by adding more variables or applying to other types
of advisements.
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