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笑是最好的营销方式吗? 为什么这是错误的问题

Sydni Fomas Do¹, Caleb Warren¹

¹Eller College of Management, University of Arizona, Tucson, AZ, USA.

Current opinion in psychology

|October 14, 2023

概括

幽默幽默幽默幽默幽默

科学领域:

营销营销营销营销营销
消费者心理学消费者心理学
沟通研究沟通研究

背景情况:

幽默被广泛认为是营销中的好处.
然而,它的实际影响销售,点击和评论是不一致的.
现有的研究缺乏对幽默的各种影响的统一理解.

研究的目的:

调查幽默在营销中的不一致影响背后的原因.
提出一个框架来理解何时以及为什么幽默是有效的.
为了指导未来的研究在营销策略中的幽默.

主要方法:

在营销研究中对幽默的文献评论.
分析不同的幽默构造及其对各种营销结果的影响.
检查情境和个人差异的幽默接收.

主要成果:

幽默的效果因其被视为多样化的构造而有所不同.
营销结果在各种情况和人群中受到幽默刺激的不同影响.
一个细微的理解需要承认这些变化.

结论:

在营销中需要一个统一的幽默理论.
对于营销人员来说,认识到幽默的复杂性至关重要.
未来的研究应该专注于特定背景的幽默效应.

关键词:

广告广告广告广告消费者行为消费者行为幽默幽默幽默幽默幽默笑声笑声笑声笑声营销营销营销营销营销

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