Examining the effects of violence level and provocation on aversive motivation activation and resource allocation in violent humorous ads

Examining the effects of violence level and provocation on aversive motivation activation and resource allocation in violent humorous ads

Frank, A. (PhD student), Read, G. L., Duncan, J. (PhD student), Hatfield, H. R. (PhD student), & Kim, S (former PhD student). “Examining the effects of violence level and provocation on aversive motivation activation and resource allocation in violent humorous ads,” paper to be presented at 2023 International Communication Association. Toronto, Canada.

Abstract: Our study’s purpose is to examine the balance between humor and violence in ads on cognitive and affective processing of the ad and brand. Prior research suggests positive consumer response to comedic violence in ads may hinge on whether the violence is justified or ‘deserved’ in retaliation to a provocation. Others examined the effectiveness of this marketing strategy on different genders and attitudes toward social norm violations, such as men responding more positively than women to extreme comedic violence. Yet less is known about consumers’ cognitive and emotional processing of comedic violence in ads. We will examine the interaction of violence and provocation in humorous ads upon emotional and cognitive response, specifically probing emotional responses associated with motivational activation and resource allocation as mechanisms underlying the violent humorous ads on overall ad outcomes–e.g., ad and brand attitudes and purchase intentions.

Glenna Read Haley R. Hatfield

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