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Research proposal PPNC

Research Methodology (Trường Đại học Ngoại thương)

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FOREIGN TRADE UNIVERSITY

FACULTY OF ECONOMICS AND INTERNATIONAL BUSINESS

..........o0o..........

RESEARCH PROPOSAL

WTF - What’s the Fun: The Impact of

Humor on How Vietnamese Generation Z
Decode Communication Messages

Group: 14

Course: KTEE206(HK1-2324)2.1

Instructor: Dr. Vũ Thị Phương Mai

Hà Nội, 2023

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LIST OF MEMBERS

No. Full name Student’s ID Contribution

01 Hoàng Lam Anh 2213570002 20%

02 Trần Diệu Linh 2213570027 20%

03 Nguyễn Thị Minh Ngọc 2213570033 20%

04 Tăng Thiên Thảo Phương 2213570039 20%

05 Nguyễn Minh Thanh 2211570043 20%

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TABLE OF CONTENTS
I. INTRODUCTION 6
II. RESEARCH QUESTIONS AND OBJECTIVES 7
1. Research questions 7
2. Research objectives 7
III. LITERATURE REVIEW 8
1. Related research 8
1.1. Research into the influence of humor on communication dimensions 8
1.2. Research into how Gen Z consumes humor 10
2. Justification for research gap 15
3. Theoretical framework 16
3.1. Definition of humor 16
3.2. Definition of Generation Z 17
3.3. Research proposition 18
IV. RESEARCH METHODOLOGY 23
1. Research philosophy 23
2. Research design 23
2.1. Population, sample size, and sampling technique 23
● Population: 23
● Sample size: 23
● Sampling technique: 24
2.2. Data collection 25
2.3. Data cleaning, analysis 26
V. RESEARCH EXPECTATIONS 27
VI. CONTRIBUTIONS OF THE STUDY 28
1. Theoretical Contribution 28
2. Practical contribution 28
VII. RESEARCH ETHICS 29
1. Ethical issues in topic selection, research design, and gaining access 29
2. Ethical issues during the data collection, analysis, and reporting stage 30
VIII. VALIDITY AND RELIABILITY 30
1. Ensuring validity 30
2. Ensuring reliability 31
IX. POTENTIAL LIMITATIONS 31
X. TIMEFRAME 32
XI. REFERENCES 33

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LIST OF TABLES
TABLE 1: SUMMARY OF PRIOR STUDIES INTO THE RELATIONSHIP
BETWEEN HUMOR AND COMMUNICATION DIMENSIONS TOWARDS
GEN Z 11
TABLE 2: QUOTA SAMPLING BASED ON AGE AND GENDER 24
TABLE 3: RESEARCH’S INTENDED TIMELINE 31

LIST OF FIGURES
Figure 1: C. Shannon’s (1948) Model of Communication Process 17
Figure 2: The Philip Kotler model of communication process 18
Figure 3: Conceptual framework of the research 19

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I. INTRODUCTION

In the bustling realm of digital communication, capturing the elusive attention of

Generation Z (Gen Z) requires more than just a scroll-stopping image or a catchy
tagline. As a generation characterized by its unprecedented access to information, Gen
Z demands innovative and engaging strategies to convey messages effectively. It
demands a nuanced understanding of their preferences, a mastery of the art of
storytelling, and an unexpected twist—a dash of humor.

The transformative power of humor is not just as a fleeting laugh but as a strategic
tool for conveying messages that matter. The impact of humor on how Gen Z decodes
communication messages is a dynamic force shaping the contours of digital
conversations. In a world where memes can be more influential than manifestos,
understanding the symbiotic relationship between humor and decoding becomes
paramount.

Why humor? Why now?

Humor, often dismissed as a frivolous aside, emerges as a powerful catalyst for

communication in Gen Z. As we stand on the precipice of this digital frontier, our
research seeks to unravel the enigma of humor's impact on how Gen Z interprets and
deciphers communication messages.

Setting the Stage: Beyond Laughter

Building on current theories and data, our quest is to understand the mechanics of
laughter and decipher the nuanced effect of humor on Gen Z’s decoding practices
during the communication process. By delving into this topic, we aim to offer
practical implications for communicators and marketers when considering Gen Z’s
message-decoding practices. "What’s the Fun" is not merely a tagline; it's an invitation
to explore the intersection where humor and communication collide.

This research is an expedition into Gen Z's decoding process, where laughter is more
than a response—it's a tool, a language, and perhaps the key to unlocking a profound
understanding of how the messages will be received and embraced.

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II. RESEARCH QUESTIONS AND OBJECTIVES

1. Research questions

Research questions for the topic are formulated as following:

● What attributes influence Gen Z's perception and decoding of
communication messages?
● To what extent can humor be leveraged as a persuasive tool within
communication aimed at Gen Z?
● How does humor influence the credibility and authenticity of a message
among Gen Z?
● How does the presence or absence of humor affect Gen Z's willingness
to engage in two-way communication processes?
● What are the key considerations for businesses when incorporating
humor into marketing aimed at Gen Z?
2. Research objectives
By exploring humor's potential as a persuasive tool in communication targeted at Gen
Z, this research intends to provide valuable insights into leveraging humor effectively.
The outcomes will offer practical implications for communicators and marketers,
aiding in crafting humorous messages that resonate with Gen Z and enhance
engagement without compromising the message's intent. To clarify and narrow down
the focus of the research, three research objectives have been formulated:

● Aim 1: Investigate the influence of humor on Gen Z's decoding of

communication messages.
● Aim 2: Evaluate the effectiveness of humor in communication
processes with Gen Z.
● Aim 3: Provide recommendations for businesses on how to apply humor
in marketing that aligns with the needs and desires of customers.

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III. LITERATURE REVIEW

Research Topic: WTF - What The Fun: The impact of humor on how Vietnamese
Generation Z decode communication messages

Keywords: humor, Gen Z, decode communication messages

The study of communication dynamics within the Gen Z demographic is crucial,

given their distinctive psychological and social characteristics, as well as the digital
era's influence on their communication patterns. Humor, on the other hand, has always
been highly investigated as a factor influencing the communication process and
further as a communicative tool. This literature review aims to explore existing
research on the impact of humor on communication comprehension within the
Vietnamese Gen Z cohort, hence figuring out the research gap. A theoretical
framework is then provided to illustrate this research proposition and how it can
contribute to the big picture of the Communication Process Theory.

1. Related research

Although humor has been a part of human interaction since ancient times, its formal
introduction into research can be traced back to 1905 in the psychology field, as the
psychological aspects of humor and its connection to the unconscious mind were
discovered (Sigmund Freud, 1905) in his work, "Jokes and Their Relation to the
Unconscious”. However, it was not until the 1970s that humor research in
communication started to appear and expand, exploring its functions and effects in
various contexts. As a result, studies have been conducted from varying perspectives
on the relationship between humor and communication dimensions towards different
audience profiles. Due to differences in the timeframe, region, business environment,
etc, there may be many inconsistencies between the results in previous research and
the current state & communication patterns of Gen Z in Vietnam - the scope of this
research proposal.

1.1. Research into the influence of humor on communication dimensions

The impact of humor on different dynamics in the communication process has been a
topic of interest in a proper number of research studies, although little attention was
paid to the influence of using humor on the whole communication process.

First, “When Does Humor Enhance or Inhibit Ad Responses? - The Moderating Role
Of The Need For humor” by Thomas W. Cline, Moses B. Altsech & James J. Kellaris
(2003) suggests that the impact of humor on attitude toward an advertisement is
moderated by NFH - “Need For humor”, a trait that refers to a person’s tendency to

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generate and seek out humor, and NFC - “Need For Cognition”. The researchers used
various methods, including an experiment, using a 2x2 between subjects, full-factorial
design, and then Likert-scale questionnaires to retest their hypotheses. The study
found that individuals with higher levels of NFH respond more favorably to humorous
advertisements and exhibit less favorable attitudes to ads with lower levels of
humorous content, making NFH a possibly useful segmentation tool when it comes to
humorous ad effectiveness. Moreover, an individual’s NFC affects his or her
motivation to process an ad, and perceived humor will have a direct influence on
attitude toward the ad.

“The influence of humor in advertising: Explaining the effects of humor in two‐sided

messages'', by Eisend, M. (2022) is another study that makes use of the same methods
to figure out the impact of humor in how two-sided messages are delivered to the
audience. The researchers similarly conducted classroom experiments and a 2 (one‐
vs. two‐sided) x 2 (humorous vs. non humorous advertisement) between‐subjects
factorial design. However, this study particularly focuses on advertising containing
negative information, such as two-sided messages, and the process of delivering it can
be influenced by several variables, including message-sidedness (one vs.
two-sidedness), involvement (high vs. low) and humor-product fit (high. vs low).
According to the authors, humor can increase the persuasive influence of two‐sided
advertising due to a positive surprise effect and proves to be better for a high
humor-product fit. However, it can also reduce this effect for high‐involvement
consumers due to a negative distraction effect.

Another study that maintains its focus on high- and low-involvement products as the
segmentation criteria when it comes to humor’s effects on ads is “Humor and
Comparatives in Ads for High- and Low-Involvement Products” by Wu, B.T.,
Crocker, K.E. and Rogers, M. (1989). In this research, the authors conducted a lab
experiment with 360 undergraduates in the US, finding out that consumer involvement
with the product can affect the processing of the information in comparative
advertisements. Particularly, this ad type tends to provide counterarguments by users
of the compared brand and be viewed as lacking credibility, and humor can be used to
offset these two problems mentioned above. They concluded that humor has the
ability to enhance the credibility as well as distracting the development of
counterarguments. However, this study is limited to merely one type of advertisement,
hence creating the barriers of viewing the overall picture of humor in advertising.

“Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in
Advertising” by Ilijana Petrovska, Elena Bundaleska (2015) is another study delving
into the use of humor in advertising but in a more well-rounded picture, as different

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aspects are observed to change under the impact of humor, and the effectiveness of
humorous advertising can be defined by humor relatedness, humor complexity, and
product types. Using questionnaires and interviews to gain primary data, some notable
findings are found out: Humor attracts attention, may increase liking for the source
and create a positive mood; makes advertisement more memorable and leaves
long-term positive feeling inside the customer after seeing them; and humor has
word-of-mouth effect and easily becomes “talk” in town.

Lastly, “humor in Advertising” by Koneska, L., Teofilovska, J. and Dimitrieska, S.

(2021) reveals the attitude of consumers towards humorous advertisements, involving
the increase in attention, liking, buying decisions, and explores the concept and usage
of humor in advertising to find out its impact on consumer’s purchase decisions. The
research suggests that humor is more successful with existing and famous products
than with new products and is more appropriate for low involvement products and
feeling-oriented products. Albeit its seemingly exceptional benefits, “humor is a two
side’s sword”, which, if not appropriate, if aggressive or offensive, can cause
dissatisfaction and harm, hence the careful use of humorous advertising in companies.
However, this study is limited to its small sample size, which is 100 respondents via
email, and its respondents are from Skopje, the capital of Macedonia; therefore, the
findings of this study must be applied with caution in other countries.

1.2. Research into how Gen Z consumes humor

Generation Z (often shortened to Gen Z), colloquially known as zoomers in “Words

We're Watching: 'Zoomer'", by Merriam-Webster (2021), is the demographic cohort
succeeding Millennials and preceding Generation Alpha. Everyone knows that
established fact, but how to imagine a typical Gen Z? If Hannah Horvath from ‘Girls’
is the typical millennial — self-involved, dependent, flailing financially in the real
world as her expectations of a dream job and life collide with reality — then Alex

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Dunphy from ‘Modern Family’ represents the Gen Z antidote: conscientious,

hard-working, tech savvy, always anxious and mindful of the future.

With Gen Z being the first generation to grow up in the digital age, their distinct
behavioral and communicative attributes are shaped by growing up in an era of
constant connectivity and information accessibility. Along with being the digital
natives, Gen Z finds themselves navigating a landscape marked by unprecedented
global challenges and constant socio-cultural shifts, contributing to heightened levels
of anxiety among Gen Z individuals. In response to these anxieties, humor emerges as
powerful coping mechanisms, allowing them to navigate and, to some extent, mask
their fears. The lighthearted and often satirical nature of memes provides a unique
avenue for Gen Z to alleviate anxiety and collectively address, share, and even mock
the uncertainties that permeate their lives.

However, due to the new and constantly-changing patterns of Gen Z, outdated

databases and methodologies, not many studies have deeply dived into the challenging
task of investigating Gen Z humor consumption. As this cohort continues to redefine
communication norms, several research in this area has contributed to a deeper
understanding of the role of humor in shaping Gen Z's cultural and social experiences.

One related research is “Millennial and generation Z digital marketing communication

and advertising effectiveness: A qualitative exploration” by Alison Munsch (2021).
Using two focus groups and in-depth interviews, one of the main findings is that
humor is attractive and has a positive impact on Gen Z, especially digital advertising,
with music, humor and the use of social media influencers. However, there is the lack
of deep analysis into Gen Z humor consumption and tendency, and the research’s
small sample size also hardly covers the common traits towards humor of Gen Z.

Another related research is “Absurdism and Generation Z Humor: the Effects of

Absurdist Content on Perceived Humor Levels in Generation Z Students” by Partlow,
C. and Talarczyk, P (2021). From the data collected quantitatively, a relationship
between absurdist humor in memes and Generation Z humor rating has been
highlighted. While this sample provides excellent insight into the relationship between
absurd humor and meme humor perceptions, the choice of memes as a specific humor
illustration makes it challenging to picture how Gen Z consumes humor in overall,
meanwhile existing other humor types and ways to display.

“Filipino Memes: Generation Z's Way of Indirectness” by Pontillas, M., Requinala,

K.V., Agna, M.A., Atienza, L., Reginaldo, C., Balingasa, J. and Lopez, M. (2020) also
sheds light on how memes affect Generation Z’s in various aspects. Specifically, this

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study found out that through memes Generation Z netizens are aware of the current
issues present in the society, and they use memes to express their insights in an
indirect way. However, the respondents are from the Philippines; therefore, the
findings of this study must be applied with caution in other countries.

In summary, the results and limitations of earlier studies about the given issues have
been complied in the table below:

TABLE 1: SUMMARY OF PRIOR STUDIES INTO THE RELATIONSHIP

BETWEEN HUMOR AND COMMUNICATION DIMENSIONS TOWARDS
GEN Z

Scope, Theoretical
Name and author
foundation and Findings Limitations
of the research
Methodology

Research into the influence of humor on communication dimensions

“When Does - Scope: Humor effect on - Individuals with - Overshadowin

Humor Enhance or Ad response of young higher levels of NFH g potential of
Inhibit Ad American respond more NFC and NFH
- Theoretical foundation: favorably to - Involvement
Responses? - The
Humor’s Effects on humorous ads manipulation
Moderating Role Of Processing and Outcome - NFH may be an
The Need For Variables; Individual useful segmentation
humor” by Thomas Differences and tool
W. Cline, Moses B. Boundary Conditions - An individual’s NFC
Altsech & James J. - Methodology: affects his or her
Kellaris (2003) Experimental; motivation to process
Quantitative: an ads
Likert-scale - Perceived humor will
questionnaires have a direct
influence on attitude
toward the ad.

“The influence of - Scope: Influence of - Humor is able to - Poor external

humor in humor to advertising in further persuade validity
advertising: Germany consumers on because of
- Theoretical foundation: negative information involvement
Explaining the
The effect of humor and - Humor may distract manipulation,
effects of humor in massage sidedness on high-involvement lack of
two‐sided brand attitudes; the consumers variation
messages'', by mediate effect of - The use of humor is - Potential low
Eisend, M. (2022) surprise; the mediating better for high product-sample
effect of distraction; the humor-product fit. fit

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moderating effect of the - Theory

humor-product fit application
- Methodology: rather than
Experimental; effect
Quantitative:
Likert-scale
questionnaires

“Humor and - Scope: Humor and Ads - Humor has the ability - Limited to
Comparatives in for high and to enhance the merely one
Ads for High- and low-involvement credibility as well as type of
Low-Involvement products - the effect on distracting the advertisement
Products” by Wu, undergraduates in the development of - Creating the
B.T., Crocker, K.E. US counterarguments. barriers of
and Rogers, M. - Theoretical foundation: viewing the
(1989) Humor effects on overall picture
advertising; of humor in
Comparative advertising.
advertisement
- Methodology:
Preliminaries and
questionnaires to
experiment

“Is Humor - Scope: Humor effect on - Humor attracts - Due to small

Advertising Always Ad response of young attention, may sample size,
Effective? adults and adults. increase liking for the the sample was
not fully
Parameters for - Theoretical foundation: source and create a
representative
Effective Use of Humor’s Effects on positive mood of the
Humor in Advertising; - Humor makes population,
Advertising” by Humor-product fit advertisement more consisting of
Ilijana Petrovska, - Methodology: memorable and Generation Z
Elena Bundaleska Questionnaires and leaves long-term as a whole.
(2015) interviews positive feeling - Limited in a
small region in
- Humor has
Macedonia,
word-of-mouth effect making it hard
and easily becomes to represent the
“talk” in town. Gen Z hohort

“humor in - Scope: Macedonian - Humorous - Limited to its

Advertising” by opinion on humor and advertisements small sample
humor in advertising

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Koneska, L., - Theoretical foundation: increase attention, size, which is

Teofilovska, J. and Use of humor and liking, and buying 100
Dimitrieska, S. Humor in decisions respondents
advertisements.
(2021) - Humor is more via email, and
- Methodology:
Secondary data; successful with its respondents
Primary data: existing and famous are from
questionnaire products than with Skopje, the
new products and is capital of
more appropriate for Macedonia
low involvement
products and
feeling-oriented
products

Research into how Gen Z consumes humor in communication messages

“Millennial and - Scope: Digital - Digital - Small sample

generation Z digital marketing/advertising marketing/advertising size, small age
marketing engagement among that is short, with range
Millennials and the music, humor and the - Do not focus
communication and
Generation Z in the US use of social media completely on
advertising - Theoretical foundation: influencers has a Generation Z
effectiveness: A Communication theory positive impact on
qualitative - Methodology: Gen Y and Z
exploration” by Qualitative - Millennial and
Alison Munsch research:focus group, Generation Z
(2021) online bulletin board, attention is more
one-on-one in-depth likely if it is short
interviews - Emotion attract more
attention, humor
appears to be very
influential to their
behavior and is more
likely to be recalled

“Absurdism and - Scope: Absurd humor - There is a - The choice of

Generation Z in meme stills and the relationship between memes as a
Humor: the Effects perceived humor absurdist humor in specific humor
memes and
of Absurdist among Generation Z illustration
Generation Z humor
Content on students in the US rating. makes it
Perceived Humor - Theoretical foundation: - Absurdist humor challenging to
Levels in Speech Act Theory does, in fact, picture Gen Z
Generation Z influence humor

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Students” by - Methodology: rankings for consumers of

Partlow, C. and Quantitative data Generation Z humor.
Talarczyk, P (2021) collecting students as compared - Small sample
to less absurd
size
content.

“Filipino Memes: - Scope: Filipino - Through memes - Philippine

Generation Z's Way Generation Z’s Way of Generation Z sampling;
of Indirectness” by Indirectness regarding netizens are aware of therefore, the
Pontillas, M., the societal issues the current issues findings of this
Requinala, K.V., - Theoretical background: present in the society study must be
Agna, M.A., Theory of Politeness; - Memes are used to applied with
Atienza, L., Theory of Paul Grice express their insights caution in
Reginaldo, C., on conversational in an indirect way. other countries.
Balingasa, J. and implicature - Descriptive
Lopez, M. (2020) - Methodology: research design
descriptive research therefore there
design; Secondary data; are little
Content analysis control over
method the data and a
risk of data
contamination

Source: Synthesized by the research team

2. Justification for research gap

Humor has existed alongside humanity since the earliest days; therefore, the concept
and effect of humor in communications have been well-covered by existing literature.
However, as human society continues to grow and develop, newer generations are
coming in, and their characteristics as well as behavior will differ from those who
came before. Generation Z, those born in the years 1995–2010, is the newest
generation to join the workforce and the primary consumer in the near future.
However, this generation is still relatively young, and when compared to established
generations with decades of accumulated research, this age cohort has yet to be fully
explored in research. Moreover, with the development of society and the rapidly
evolving digital landscape, the generation’s behavior and preferences are
ever-changing along with their diversity and interconnection, making scientific
research on Gen Z much more complex in comparison to other generations, leaving a
noticeable research gap concerning this age cohort.

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On the other hand, existing research was predominantly conducted in foreign

countries. In Vietnam, there are limited eligible studies focused on the demographic
and the topic in general. Relevant literature does have contributions and applications
that might be helpful and provide certain insights that communicators and marketers
can apply to the demographic. However, communication in general heavily differs
between demographic and cultural environments; therefore, these applications are not
suitable and applicable in the context of Vietnam.

Previous research on the topic of humor is also open for further discussion. Due to the
intangibility and difficulties of isolating the effect of humor from other factors, studies
often focus on certain types of communication, for example, advertisement, rather
than the whole communication process. However, from reviewing the literature,
conclusions were drawn on how humor affects human cognition, giving incentives for
the researchers to focus on the decoding of the communication process in order to give
a broader picture of message delivery.

Overall, the research on the effect that humor has on communication with Generation
Z is still in its early stages, with limited studies and a narrow scope on the topic.
Understanding the necessity to further investigate the topic, the authors have selected
Vietnamese Generation Z as the main target for this research and attempt to discover
the effect of humor on the decoding phase in their communication process to apply
effective strategies for successful message communication to Generation Z in
Vietnam.

3. Theoretical framework

3.1. Definition of humor

Definition

A dictionary definition of humor is the quality of being amusing or comic, the ability
to express humor or amuse other people, a mood or state of mind (Oxford dictionary).
Still, humor appears in various forms that such a standard definition cannot cover.
Weinberger and Gulas (1992) pointed out in their work that “an all-encompassing,
generally accepted definition of humor does not exist”. Humor is the word which is
the hardest to define yet familiar to people across all languages. (Weinberger and
Gulas, 1992).

Thanks to being a universal language, humor as an advertisement appeal is widely

used to attract attention and sell products, which can be seen in many of the most
memorable advertising campaigns that appear to use different illustrations of humor,
such as memes, jokes, puns, etc.

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Humor’s effects on Processing in communication

The widespread use of humor, coupled with the unresolved questions regarding it, has
drawn the attention of numerous communication researchers. Sternthal and Craig
(1973) are part of them, and in their work they listed advertising goals and the impact
of humor on each of these goals. As time goes by, more studies shift their focus
towards the underlying psychological effects that humor creates when audiences have
access to humorous vs. non-humorous communication messages.

Research has shown that humor can have distracting effects on information processing
(Duncan and Calvin 1979; Sternthal and Craig 1973). It follows that if a consumer
focuses on the humor in the ad, he or she may not attend to message arguments at all
(Smith 1993). More specifically, Smith suggests that consumers’ attitudes toward the
ad and the brand can be enhanced by humor, but only in the case of ads characterized
by weak (versus strong) arguments.

On the other hand, according to the distraction hypothesis, a persuasive message that
is discrepant with a position strongly held by consumers will be more successful in
generating attitude change if the consumer is distracted during the message
presentation (Festinge, Leon and Maccoby 1964). This suggests that distraction may
enhance message persuasiveness, hence elevating the attitudes towards a brand. Also,
recent research by Arias-Bolzmann, Chakraborty, and Mowen (2000) find support for
the distraction hypothesis. They show that absurd humor can result in proportionately
more positive cognitive responses and hence more positive attitudes than no humor for
those negatively predisposed toward the product class.

3.2. Definition of Generation Z

Definition
In this study, in order to gain findings in one of the most dominant cohorts in
Vietnam, the research team selects to study Generation Z audience who were born
between 1995 and 2006 (McKinsey, 2019). In other words, they are people who are
15-25 years old when compared in 2023 (the time period for the study to be
conducted).
Characteristics
According to the study “Portraits of Generations of Consumers in the 4.0 Era”, the
author has suggested that Gen Z has an important role in the future and creates
different reactions and behaviors towards their consumed media (UFM, 2017). They
are people who differ greatly from previous generations due to being exposed to
technology at an early age, technology and numbers being an integral part of them.
For previous generations who like to read newspapers, watch television, most Gen Z

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now prefer highly interactive content such as livestream to be commented on and

shared emotions. Gen Z is the “captain” of the change and development of the world
in the future, in the new era.
Since, Gen Z is grappling with a world characterized by unprecedented global
challenges and continual socio-cultural changes, leading to increased levels of anxiety
within this demographic. In an effort to address these anxieties, humor emerges as a
potent coping mechanism, providing Gen Z individuals with a means to navigate their
concerns and, to a certain extent, conceal their fears.
Because of these outstanding features, Generation Z is the suitable object selected by
the research team to propose new solutions for businesses and agencies in Vietnam, in
order to promote efficiency in the use of humor in their advertising and
communication.

3.3. Research proposition

Information Theory by Claude Shannon

Over time, specialists from various fields have developed a number of models that
describe the process of communication, building the foundation for later research into
the connection between the audience - receiver and the message itself. The theoretical
framework of this research is based on the Information Theory (Claude Shannon,
1948), which displayed a model of the flow of information from the source to the
recipient, as shown in the Figure 1 below:

Figure 1: C. Shannon’s (1948) Model of Communication Process

Source: The Constantin Brancusi, University of Targu Jiu, Economy Series, Issue 1/2015
This model by C. Shannon includes five elements described in a linear mode: the
source of information - the transmitter - channel - receiver - recipient. This model was
later modified, meaning that in addition to the above were introduced notions of
"noise" (later connected with the concept of entropy and negative entropy vice versa)
and redundancy (repetition). The entropy (the noise) in communication theory,

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corresponds to those external factors that distort the a message, are interfering with
him and leads to a reception of its in another form other than that in which it was
transmitted (Claude E. Shannon, 1949).
C. Shannon’s model of the communication process is, in important ways, the
beginning of the modern field, providing, for the first time, a general model of the
communication process that could be treated as the common ground of such diverse
disciplines. Therefore, it has been one of the most prominent theories to be applied
and have its model modified & developed in both mass communication and
interpersonal communication.

The model of communication process by Philip Kotler

Within a wide range of fields to adaptively apply the Information Theory by C.

Shannon, Marketing & Communications has been a successful case, when Philip
Kotler, a luminary in marketing, had adeptly integrated the theory into the Marketing
& Communications realm.

Figure 2: The Philip Kotler model of communication process

Source: Philip Kotler, Principles of Marketing, 1980.
This model highlights factors that contribute to the effectiveness of a communication
process. First, emitters must encode their messages according to the target audience
which they are intended and the way they should be decoded. Secondly, emitters must
select the means of effective communication, by which message transmitted arrives
the receiver, so that the organization receives a response from him, for the purposes of
to modify, in favorable sense, purchase behavior and consumption (Kotler, Ph., 1980).

Decoding phase in the Communication process

In the Communication process model introduced by Philip Kotler, for the very first
time, the definition of encoding and decoding is introduced into the Communications

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realm. It delves into the behind-the-scenes underlying the magic of how Marketers
transmit their message and how the Targeted Audience receive the message,
incorporating both external factors and internal nature of the message per se. While
encoding is the process of putting thought into symbolic form, decoding is the process
by which the receiver assigns meaning to the symbols encoded by the sender (Kotler,
Ph., 1980). Take Coca-Cola “Taste the Feeling” television commercial for example,
encoding is when Coca-Cola’s ad agency assembles words, sounds, and illustrations
into a TV ad that will convey the intended message. Meanwhile, decoding messages
is the phase when a consumer watches the Coca-Cola commercial and interprets the
words and images it contains.

Conceptual framework and hypotheses

Our research focuses on this decoding phase of the communication process, chooses
humor as the influencing factor and Vietnamese Gen Z as the targeted audience
profile. With the aim to provide a strategic compass for businesses seeking to unlock
the full potential of humor in their communication with Vietnamese Generation Z, the
members of the group have planned to build a conceptual framework in this research
proposal.

After studying references and scientific works related to the team's topic, using
preliminary qualitative and quantitative research to adjust the scale and research
variables, the research team built a conceptual framework consisting of 1
independent variable - humor, 1 dependent variable - Attitude toward the brand, and 2
mediating variables - Surprise and Distraction. The proposed conceptual framework is
as follows:

Figure 3: Conceptual framework of the research

Source: Developed by the research team

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1. The effects of humor on brand attitudes

Brand attitude has long been a topic of interest for many scholars and researchers in
numerous studies in the Business and MarCom industry. According to Philip Kotler
(1999), brand attitude is a favorable or unfavorable personal evaluation, emotional
feeling, and behavior tendency that an individual keeps. In the work “Strategic Brand
Management: Building, Measuring and Managing Brand Equity”, K. L. Keller (2002)
defined brand attitude as a total or overall evaluation of consumers on a product that
has a brand.

Numerous studies have shown that humor in advertising is persuasive, engages

consumers, and improves brand attitudes (e.g., Neudecker et al., 2014; Stathopoulou
et al., 2017; Walter et al., 2018; Warren et al., 2018). The affective effect also suggests
that humor evokes a positive affective reaction that is transferred to the brand (Strick
et al., 2009; Weinberger & Gulas, 2019). This can be due to conditioning processes
that tend to be unconscious, where a positive evaluation of humor is generalized from
the unconditioned stimulus (the humor) onto the conditioned stimulus (the brand
itself) or is due to a more consciously positive surprise effect. Another supportive
finding would be in the work “Attitude-toward-the-ad: Links to Humor and to
Advertising effectiveness” by Betsy D. Gelb and Charles M. Pickett. The study found
out that a hypothesized link between perceived humor and favorable attitude toward
the ad was found, but the relationship is for the most part moderated by the degree to
which people like the ad in which the humor is perceived. We thus suggest the
following:

H1: Humor in communication messages in advertising increases attitude

toward the brand.

2. The mediating effect of surprise

Surprise is defined as a neutral and short‐lived sensation, one which can be elicited by
humor as a stimulus that deviates from expectations and can lead to positive or
negative emotional reactions (Rauwers et al., 2018). Some humor research (e.g., Yoon,
2018) have put forward the same affective mechanism and effect, which are based on
arousal theory (Althuizen, 2021; Berlyne, 1960, 1971). A research by Alden and
Hoyer (2000) also finds that ad content “playfulness” is an important moderator in the
relationship between surprise and perceived humor. Additionally, humor‐induced
surprise presumably leads to positive rather than negative emotional reactions toward
the brand (Rauwers et al., 2018; Weinberger & Gulas, 2019). We thus suggest the
following affective mediator path, which explains the affective effect of humor in
advertising:

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H2: Humor in communication messages in advertising leads to greater

surprise, which positively influences attitude toward the brand.

3. The mediating effect of distraction

The mechanism of distraction created by humor has been investigated in a number of

research, and distraction, or inattention is priorly defined as diverting attention and
counteracting extensive information processing. Humor stimulus interferes with or
diverts attention from the original focus of attention (Eisend, 2011; Krishnan &
Chakravarti, 2003; Spielmann, 2014). Or humor can have distracting effects on
information processing (Duncan 1979; Sternthal and Craig 1973). It follows that if a
consumer focuses on the humor in the ad, he or she may not attend to message
arguments at all (Smith 1993). Thus, the distraction effect suggests that consumers'
attitudes might be improved because counter‐ argumentation and negative cognitions
are decreased.

Additionally, according to the distraction hypothesis, a persuasive message that is

discrepant with a position strongly held by consumers will be more successful in
generating attitude change if the consumer is distracted during the message
presentation (Festinger and Maccoby 1964). This suggests that distraction may
enhance message persuasiveness by interfering with the audience’s subvocal attempts
to counterargue against the dissonant information. We thus suggest the following:

H3: Humor in communication messages in advertising leads to higher

distraction, which affects the attitude toward the brand.

In the following parts, the research team will show the research methodology to test
the three hypotheses mentioned above.

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IV. RESEARCH METHODOLOGY

1. Research philosophy

Our research is framed within the philosophical paradigm of positivism. Positivism,

with its core tenet that science is the exclusive avenue for uncovering truth and
gaining a comprehensive understanding of the world, aligns seamlessly with the
research objectives. By adopting positivism, the research aims to employ rigorous
observational and measurement techniques to investigate the chosen phenomena
systematically. This approach not only ensures a methodologically sound and
replicable research process but also underscores the belief that objective, quantifiable
data is essential for advancing knowledge within the chosen domain.

2. Research design

To comprehensively examine the influence of humor on how Gen Z decodes

communication messages, our research study adopts an exploratory and
mixed-method approach. A mixed-methods approach combining experiments and
online surveys has been chosen for its ability to offer a comprehensive understanding.
The combination of qualitative analysis from the experimental phase with quantitative
data gathered and analyzed through the online surveys will provide an understanding
of how humor impacts Gen Z's communication decoding process, offering insights
into their preferences and behavioral responses. This method is considered appropriate
for the study because it can aid the authors in accomplishing the overall research
objectives.

2.1. Population, sample size, and sampling technique

● Population:
The population for this study consists of Gen Z students and first jobbers across
Vietnam, equipped with access to information-transferring media and devices.
● Sample size:
There would be 2500 respondents including students and alumni from different
universities in Hanoi chosen to participate in this study via quota sampling
techniques.
To date, there exists a lack of universally agreed upon numerical guidelines or
definitive principles with regard to researchers' acquisition of a properly sized
sample (Kindsiko & Poltimäe, 2019). The notion of "saturation" has been
predominantly adopted by most researchers as a guiding principle for assessing
the adequacy of purposive samples in qualitative research (Morse, 1995, 2015).
Saturation is said to occur when additional data collection fails to yield the
discovery of any new theoretical category that could contribute to the
comprehension of the observed phenomenon.

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Considering that there are more than 13.000.000 Gen Z across Vietnam
(General Statistics Office of Vietnam, 2019), the research team employed the
Taro Yamane method for sample size calculation to determine the appropriate
sample size needed for the given population size. Assuming to choose a margin
of error (confidence interval) of 2% in order to mitigate and avoid “research
saturation", the following formula was applied:

where:
n= the sample size,
N = the population size,
e = margin of error (e = 2% based on the research condition).
● Sampling technique:
The sampling technique used is non-probability sampling, specifically quota
sampling, with a distribution of 60% individuals aged 18-20 and 40% aged
21-25. Additionally, the gender distribution is evenly split at 50% female and
50% male within each age bracket.

The sample size will be divided into 2 batches. The first batch (Batch A) will
participate in the experiment phase of the research while the second batch
(Batch B) will participate as participants for the questionnaires. The author
would emphasize that the percentage of age and gender brackets remain the
same in the 2 batches.

Quota sampling involves setting specific quotas for different segments of the
population based on certain characteristics. In this case, the rationale behind
choosing these quotas could be influenced by the hypothesis that these age and
gender brackets may exhibit different perceptions or responses to
communication messages. This allocation ensures a proportional representation
of these age groups within the sample to capture potential variations in
decoding communication messages based on age and gender among Gen Z
individuals.

This is the table presenting quota sampling based on age and gender:

Age group Proportion Batch A Batch B

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Male Female Male Female

18-20 60% 30 30 720 720

21-25 40% 20 20 480 480

Total 100% 50 50 1200 1200

TABLE 2: QUOTA SAMPLING BASED ON AGE AND GENDER

2.2. Data collection

This study utilizes primary data sources for data collection. The data collection
process happens through 2 phases, so-called Experiment and Survey.

Phase 1: Experiment: 100 students and college alumni including students and alumni
from different universities in Hanoi were chosen via quota technique. The experiment
will undertake the form of between-subject design as the participants will be assigned
randomly to 2 groups: Experiment Group and Control Group (Mark N.K.Saunders,
Phillip.L, Adrian.T, 2019).

In this research, we develop several versions of target advertisements for a convenient,

low-risked product for which the use of humor is considered frequent and believed to
be effective (cf Weinberger and Campbell 1991). The subject of the advertisements is
highly informative and relevant to the university students. The advertisements will be
displayed in 3 forms: Print Advertisements, Social Posts and Video-based
Advertisements with 2 versions for each form: Humorous and Non-humorous. Each
advertisement contains a brand name, a headline, brand claims, and a tagline.
Following Krishnan and Chakravarti (1994) and Cline (1997), the headline was used
as the primary manipulation of humor strength.

The participants will be given 60s to look at each piece of advertisement. Afterward,
the participants will engage in an in-depth interview. To assess persuasion, we ask the
participants to report their attitudes toward the brand and their view of the
advertisement. As a manipulation check, we ask the participants for humor perception
using three nine‐point scales taken from Duncan and Nelson (1985), which indicate
the degree of disagreement/agreement with the following statements: The
advertisement was funny/The advertisement was more serious than it was funny
(reverse coded)/Most people would not find the advertisement to be humorous
(reverse coded). To assess the Mediating Variables (Mark N.K.Saunders, Phillip.L,
Adrian.T, 2019), we measure surprise by asking the participants whether the
advertisement arouses curiosity or is tedious and measure distraction using two

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seven‐point scales (Duncan & Nelson, 1985): Parts of the advertisement were
distracting/It was hard to concentrate on major ideas in the advertisement and ask for
elaboration. Finally, we ask the participants to report their age and gender, after which
we debriefed them. After the experiment, we expect to generate findings to prove the
hypothesis and create observations that can contribute to fine tuning the hypothesis.

Phase 2: Online Survey: 2400 students and college alumni will be given a survey to
prove the fine-tuned hypothesis. Fully aware that given the social characteristic of this
research, our research group decided to upscale the data collection process to generate
insights that can contribute to a more well-rounded conclusion. Among different
mediums, online surveys are the most cost-effective and have the potential to reach a
larger audience. Online surveys offer convenience to participants as they can complete
them at their preferred time, without any pressure associated with uncomfortable
face-to-face interviews. To collect the data, an online Google Form survey will be
distributed to selected members within the research sample.

The planned questionnaire structure aims to explore four main categories:

demographics, preferred type of humor, attitude toward the use of humor in the
communication process and attitude toward brands that use humorous communication
tactics. The demographic section encompasses three questions that inquire about
gender, age and education. The questions regarding the type of humor test the
participants’ preference in humor among seven types of humor (Catanescu & Tom,
2001) to measure the diversity of humor-induced influence in the communication
process. To discuss the use of humor in the communication process, we use five
seven‐point semantic scales (unimportant/important, irrelevant/relevant, meaningless/
meaningful, useless/useful, and valueless/valuable). In the final section we ask the
participants to report their attitudes toward the brands that use humorous
communication tactics on five seven‐point scales (good/bad, worthless/valuable,
pleasant/unpleasant, superior/inferior, negative/positive). Furthermore, the
questionnaire includes specific open-ended questions that delve deeply into the
participants' behavior and attitudes towards humor in the decoding process.

2.3. Data cleaning, analysis

a. Data Cleaning

After transferring the recorded information from its original medium, the data requires
careful examination for errors. Subsequently, any identified errors must be diagnosed
and rectified. It is crucial to choose a data management system and define the
characteristics of variables and data files. Duplicate occurrences may arise if a
respondent inadvertently submits the survey multiple times or if there are difficulties

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retrieving the dataset during the collection of responses through the online
questionnaire.
b. Data Analyzing
Recognizing that each method has its own validity and limitations, we employ
Grounded Theory (GT) with the help of ANOVA test to ensure a comprehensive
analysis.
For qualitative data, the data collected was condensed, categorized, and structured
using the assistance of Grounded Theory. In this process, different coding techniques
are employed. ((Mark N.K.Saunders, Phillip.L, Adrian.T, 2019). Open coding is
utilized to break the data down into conceptual components and theorize from data.
Axial coding is then employed to identify relationships and connections between the
categories. Finally, selective coding is applied to determine the core category,
methodologically relating it to other code categories, with the aim of refining and
developing the final ultimate theory or theories.
Especially, during the experiment process, we applied a 2 × 2 ANOVA (Eisend, M.
(2022)) to the manipulation check measure and to the measures of surprise,
distraction, and attitude toward the brand as the participants are asked to provide their
marks for some of the scales. The ANOVA test is adopted with the belief of proving
the hypothesis thoroughly.

V. RESEARCH EXPECTATIONS

In delving into the realm of communication among the Vietnamese Generation Z, this
research aspires to offer a nuanced understanding of the decoding mechanisms
employed by this cohort when confronted with humorous communication messages.
By compiling datasets gathered from meticulously conducted experiments and online
surveys, the study seeks to unravel the intricate layers of how humor influences the
interpretation and reception of messages among Vietnamese Gen Z, providing
valuable insights into their communication dynamics.

Furthermore, this research endeavors to make a substantive contribution to the

existing academic landscape on the impact of humor in communication. By
specifically targeting the Vietnamese Generation Z, the study aims to add new
dimensions to the current body of knowledge, offering fresh perspectives and findings
that are tailored to the cultural nuances and societal contexts relevant to this
demographic.

Beyond its academic contributions, this research endeavors to serve as a strategic

compass for businesses aiming to navigate the complex landscape of marketing to

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Generation Z in Vietnam. Recognizing the potential effectiveness of a humorous

approach, the findings of this study are anticipated to provide actionable insights for
businesses seeking to establish and enhance connections with Vietnamese Gen Z
consumers. By unraveling the intricacies of humor in communication, this research
aims to equip businesses with the knowledge needed to unlock the full potential of
humor as a strategic tool in marketing to Generation Z customers.

VI. CONTRIBUTIONS OF THE STUDY

1. Theoretical Contribution

This research endeavor addresses a significant void in the existing scholarly discourse
by discovering the effect of humor on the decoding phase in their communication
process to apply effective strategies for successful message communication to
Generation Z in Vietnam. The study extends the theoretical underpinnings of the
communication process, particularly within the decoding phase, introducing a novel
perspective centered around humor. Moreover, the outcomes of this research not only
lay the groundwork for prospective inquiries within analogous contexts but also
augment the corpus of knowledge in the current academic literature.

2. Practical contribution

The research study:” WTF - What’s the Fun: The Impact of Humor on How
Vietnamese Generation Z decode communication messages” holds significance across
several dimensions, reflecting its potential contributions to academic knowledge,
practical applications, and societal understanding.

Generational Understanding:
● The study contributes to a deeper understanding of the communication
preferences and behaviors of Generation Z, a demographic known for its
unique characteristics shaped by technological advancements, social
media, and evolving cultural norms.
Communication Strategy Development:
● Businesses and communicators can benefit from insights into how Gen
Z interprets and responds to humor in messages. This understanding can
inform the development of more effective communication strategies,
especially in marketing, advertising, and brand promotion.
Vietnamese Cultural Relevance:
● Humor is often culture-specific, and decoding it requires understanding
cultural references. This study can shed light on the cultural aspects of

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humor that resonate with Gen Z in Vietnam, helping communicators

tailor messages that are culturally relevant and engaging.
Media Production and Content Creation:
● The media and entertainment industry can benefit from insights into the
role of humor in content creation for Gen Z audiences. This
understanding can influence the development of entertainment content,
online videos, and other media that resonate with the humor preferences
of this demographic.
Psychological Insights:
● Humor has psychological implications, and the study may provide
insights into Gen Z's emotional and cognitive responses to humorous
communication. This understanding can contribute to the broader field
of psychology and communication studies.

Overall, this study has great importance due to its capacity to enhance understanding
in several disciplines, provide insights for practical use in communication and
marketing, and contribute to a more intricate comprehension of generational dynamics
within the framework of emerging communication trends.

VII. RESEARCH ETHICS

1. Ethical issues in topic selection, research design, and gaining access

The topic “WTF - What’s the Fun: The Impact of Humor on How Vietnamese
Generation Z Decode Communication Messages” was developed with consideration
of ethicality. The topic does not violate any rights, dignity, or welfare of any
participants involved in the research, nor does it harm or exploit any participants
physically, emotionally, or financially. As aforementioned in the literature review, this
topic is original, relevant, and significant to further understand the psychology and
behavior of Generation Z in Vietnam, as well as enable organizations to communicate
their message more efficiently toward this segment.

The proposed research is designed to be conducted ethically and respectfully. The

sampling of this research will be conducted to minimize potential biases while
selecting participants, making sure that the sample is diverse and representative of the
targeted segment. The methods and procedures of the research are designed in an
appropriate, non-intrusive, valid, and reliable way to answer the research question
while avoiding risks and harm to participants.

Participants will be informed about the nature of the research and how the data is
collected, analyzed, and reported or stored. The participants’ consent will be asked
before their involvement in the research, especially in the data collection process.

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Participants have the right to enter or withdraw from the research voluntarily.
Moreover, secondary data used in the research will be approved by publishers and
relevant individuals beforehand and will be credited.

2. Ethical issues during the data collection, analysis, and reporting stage

In the stage of data collection, designed experiments are made to ensure participants’
welfare. All participants will be informed that their data will be recorded and collected
and that it will be used solely for study and research purposes and will not be sold
under any circumstances. The interview procedure will only continue with the
interviewee's acknowledgment and permission. Any sensitive and personal data
collected needs to be protected and kept confidential to avoid any breaches of privacy.
Researchers must also establish open communication with the participants and answer
any queries to gain their trust and cooperation. Any manipulation, coercion, or
exploitation of participants must be avoided. In the case of a converted study,
researchers will make sure to fully debrief the experiments on what has occurred and
for what reason.

During the process of data analysis, only participating researchers will have access to
all of the data, and data access permissions will be meticulously managed using
specialized software throughout the research phase. The anonymity and confidentiality
of participants will be maintained. Researchers must also ensure that their analysis is
unbiased and that they do not manipulate or distort data to achieve their intended
results. Additionally, any sensitive data must be handled carefully and protected from
potential breaches.

After the research has been completed, all data will be stored securely. During the
reporting stage, participants will not be harmed or disadvantaged by the publication of
research findings. Researchers must ensure that the report is accurate without
misrepresenting or omitting any information. Additionally, researchers must avoid any
form of plagiarism and ensure that they credit all sources used.

VIII. VALIDITY AND RELIABILITY

Reliability refers to the ability to replicate an earlier research design and achieve the
same findings consistently, whereas validity refers to the appropriateness of the
measures used, the accuracy of the analysis of the results, and the generalisability of
the findings (Saunders, et al., 2019).

1. Ensuring validity

Validity includes three aspects. The first one is measurement validity which is
associated with different types of validity designed such as face validity, content

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validity, construct validity, and predictive validity. The second aspect of validity refers
to internal validity (the extent your findings can be attributed to the intervention you
are researching). The third aspect refers to external validity (answer to the question:
can a study’s research findings be generalized to other relevant contexts?). (Saunders
et al., 2019).
To ensure measurement validity, our research employed various strategies throughout
the research process. We clearly define constructs and utilize content validity through
expert consultation and literature review.
Internal Validity might be threatened by several reasons including past or recent
events, testing, instrumentation, mortality, maturation, or ambiguity about casual
direction. By controlling for extraneous variables through experimental design and
questionnaire technique, our research effectively addresses and minimizes potential
risks.
In the context of evaluating external validity, it is imperative to address two significant
concerns, namely, the potential reactive or interactive effects stemming from testing
procedures and participant selection biases. To ensure external validity, meticulous
attention is given to diverse and representative sample selection, utilizing random
sampling techniques to minimize biases
2. Ensuring reliability
To uphold the study's credibility, various precautions will be taken. Initially,
participant feedback will remain confidential and solely utilized for research
objectives. Subsequently, participants will receive lucid instructions, understand the
research's significance and purpose, and have sufficient time to complete the
questionnaire. This facilitates a conducive atmosphere for thoughtful reflection,
ensuring responses genuinely represent participants' opinions or experiences.
Furthermore, researchers must exercise care during data analysis and interpretation to
prevent influencing participant responses or injecting subjective viewpoints, thereby
safeguarding the study's integrity.

IX. POTENTIAL LIMITATIONS

1. Small sample size

Given that our study primarily relies on a non-probability sampling approach with the
participation of 1000 people, there is a potential for the acquired data to exhibit a
deficiency in the representation of diverse interviewed individuals. Due to the diverse
social, cultural, and educational backgrounds of participants, it is expected that their
views and opinions towards comedy will vary. Consequently, a small sample size
might introduce bias and reduce the trustworthiness of the findings. To enhance the

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accuracy and reliability of future research, researchers might choose to either enlarge
the sample size or employ probability-based sampling techniques.
2. Limited access to information
The research has faced challenges in accessing crucial research publications relating
to the issue due to the constraints of our financial resources. As a result, this might
result in the absence or inadequacy of material in the literature review, impeding the
researchers' overall understanding of the phenomena.
3. Research generalizability
The research findings may be contextually relevant to Generation Z in Vietnam and
may not have direct applicability to other areas or populations. The generalizability
and practical implementations of the results may be limited by factors such as cultural
influences, socioeconomic situations, and distinctive market features specific to
Vietnam.
4. The implementation of the data-collecting method
The data-collecting technique (using a mixed-methods approach combining
experiments and questionnaires), can be prone to biases and inaccuracies. Participants
may exhibit response bias, either by providing answers that are socially desired or by
inaccurately recalling their preferences. This might result in limits in the reliability
and validity of the collected data.
X. TIMEFRAME

The intended time frame will cover a 6 months-and-a-half time frame, from January to
mid June. The detailed intended timeline is presented as below.

TABLE 3: RESEARCH’S INTENDED TIMELINE

Time Period Activity

January 2nd – January 10th Identify the problem

January 11th - January 21st Evaluate relevant literature

January 22nd - February 5th Develop research design

March 1st - March 5th Establish a sampling plan

March 6th - April 10th Data collection Phase 1

April 11th - April 15th Data analysis Phase 1

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April 16th - May 16th Data collection Phase 2

May 16th - May 21st Data analysis Phase 2

May 22nd - May 30th Write the draft

May 31th - June 15th Review and finalize the research

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Alden, D.L., Mukherjee, A. and Hoyer, W.D., 2000. The effects of incongruity,
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Duncan, C.P., 1979. Humor in advertising: A behavioral perspective. Journal of the

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