The Impact of Humor

Advertisement on
Consumer Behavior
and Brand Loyalty.
A research by Tannishtha Venkatesan,
18CBBAD113 done under the guidance of Dr. Om
Prakash.
Table of contents
1- Introduction

2- Statement of Research Problem

3- Objective

4- Research Methodology

5- Findings

6- Scope and Recommendations

7- Constraints and Conclusions

1. Intro
➔ This research aimed to study if humor

advertisements influence consumer

behavior and further understand the

concept of humor in advertisements

and see if customer loyalty affects

this.
Statement of Reseach
Humour is an increasingly popular tool these days. Many more people especially in this time and age are

inclined to buy products based on advertisements, products are marketed to present generation needs for

example social media marketing, To make the advertisements more engaging, particularly to cater to the

needs of young adults, a marketer will have to equip newer and creative ways. By doing so, over

considerable time, a loyal customer base can be formed. This study helps to see if humor impacts the

above requirements. The results of this study can help marketers to use humor as an active tactic in their

marketing endeavors to woo potential customers.

Objectives:
●To provide a theoretical understanding of consumer (buying) behavior.

●To provide a theoretical understanding of humor in advertising.

●To analyze the influence of humor advertising and brand loyalty on consumer behavior.

●To provide suggestions or recommendations if any.

 Qualitative Research
Design

Research Methodology Method used to test

Hypothesis:
Chi-square analysis
 Findings
➔ It is found that there is no significant association between age and consumer purchase decisions based on humorous

advertisements.

➔ It is found that there is no significant association between appreciation of humor and consumer purchase decisions

based on humorous advertisements.

➔ It is found that there is a significant association between brand loyalty and consumer purchase decision based on

humorous advertisements.

➔ It is found that the respondents who are not brand loyal have higher chances of making a purchase decision based on

humorous advertisement.

➔ It is found that the respondents who are brand loyal have higher chances of not making a purchase decision based on

humorous advertisement.

➔ Through the other questions it is found that although a certain number of respondents may choose to buy a product

due to liking the advertisement, more of respondents would buy a product in response to a funny advertisement.
 Recommendations:
Scope for future research:
There is much scope for future research. The researcher
can broaden their research area. They should preferably
study all of India as one of the main gaps that exist in all
the previous studies to the similar topic is that none of
the studies are conducted in India, this would be the first
but due to limited resources, the study was only
conducted in Bangalore. Further, the researcher can
gather responses from participants for each type of
humor to know how that influences consumer behavior.
●Recommendations for Organisation:
This study recommends that organizations must focus on retaining
their loyal customers at any cost.
The organizations must work on increasing brand loyalty, ways to do
that can include providing customer loyalty points, coupons, and
discounts.
●Recommendations for Marketing Agencies:
It is seen that customers irrespective of age enjoy humor in their
regular life. Customers are more likely to buy a product due to a
funny advertisement irrespective of liking the advertisement. One way
to appeal to them is to add a humorous element to their marketing
activities. It will help captivate the consumers and keep their
Constraints of the
study:
●Due to the COVID-19 pandemic, the use of other tools to
gather information for the study was not possible.
●The population only consists of 94 people in the city of
Bangalore only due to financial restrictions.
●Due to the choices made in conducting the study,
obtaining varied responses from people who belong to
different backgrounds was not possible.
Story for illustration purposes only
Conclusions:
This study explores the theoretical
understanding of humour, humour in advertising
and consumer behaviour and various aspects
under this.
Further through this study the three hypotheses
are put to test using chi-square analysis.
The findings of these hypotheses and the
studying of various graphs has been mentioned
above.
Examples:
- The 5-star chocolate
advertisement.
- The 7-up cartoon.
- The Vodafone cartoons.
Thank You.