Ad Humor Perception (Semantic Differential)

AHPSDPerceived humorousness and amusingness of an advertisement

6 items 1990 α .92 Free Chattopadhyay, A., & Basu, K.

What it measures

Six bipolar adjective pairs assess how humorous, funny, playful, and amusing a person perceives an advertisement to be.

Citation

Chattopadhyay, A., & Basu, K. (1990). Humor in advertising: The moderating role of prior brand evaluation. Journal of Marketing Research, 27(4), 466–476.

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