Does Humor Enable or Backfire Identity Expressiveness?

Lukman Aroean, Nina Michaelidou

Research output: Contribution to conferencePosterpeer-review


Consumers use products and brands to express their identity to themselves and others. Much of the research in identity-related advertising has focused on identity as an explanatory factor, but our study examines identity expressiveness as an
outcome elicited by humor in advertising. An experimental study uncovers how humor in advertising triggers brand liking and identity expressiveness. The results indicate a 'backfire effect', where humor lowers the identity expressiveness directly and/or through the mediation of brand liking. The results inform advertising strategy regarding the use of humor in advertisements.
Original languageEnglish
Publication statusPublished - 2019
EventEuropean Marketing Academy Conference (EMAC) - University of Hamburg, Hamburg, Germany
Duration: 29 May 201931 May 2019


ConferenceEuropean Marketing Academy Conference (EMAC)

Cite this