In this marketing research seminar, Professor Klemens Knöferle will discuss the nature of humorous incongruity in advertising and its impact on firm competence impressions.
In one correlational study and three experiments, we show that humorous incongruity in advertising triggers inferences of increased advertiser competence in consumers who successfully decode the incongruity. Examining other humor executions, such as tension-relief and humorous disparagement, reveals that incongruity-resolution is the only major humor execution that specifically enhances competence impressions of advertisers. A boundary condition for the effect of incongruity-resolution is advertisers – and not agencies – being identified as the main source of humor. Another boundary condition is consumers successfully decoding the incongruity. We rule out affect-transfer or creativity perception as potential drivers of the effect on competence impressions. Instead, process evidence suggests that the effect is driven by consumers projecting their own incongruity resolution competence to the advertising firms. We discuss implications for the use of humor in impression management.
Klemens Knöferle is Associate Professor at the Department of Marketing, BI Norwegian Business School. He received his PhD from the University of St. Gallen, and has worked as a visiting researcher at Oxford University and the University of Michigan.
In his research, Klemens studies sensory aspects of marketing such as vision, hearing, taste, and interoception. Working at the intersection between Marketing, Consumer Behaviour, and Cognitive Psychology, he is interested in how (multi-)sensory processes and sensory properties of products, foods, and retail environments influence consumers. The goal of his research is not only to contribute towards a better understanding of sensory principles in marketing, but also to help marketers to design better products, stores, and experiences, and to help consumers to make better choices.
Klemens' research has been published in academic journals such as Journal of Retailing, Scientific Reports, Journal of Experimental Psychology: Applied, and Psychonomic Bulletin & Review. He has served as a reviewer for (among other) Journal of Marketing Research, Journal of Business Research, Proceedings of the Royal Society: Biological Sciences, and Journal of Experimental Psychology: Applied. Klemens teaches courses on consumer behaviour, marketing communication, and research methodology. Building on his research expertise, he has also collaborated with companies such as Porsche AG, Audi AG, Nespresso S.A., NorgesGruppen, and Magazine zum Globus AG.
Dates & times
|Date||Time||Add to calendar|
|28 Feb 2018||3:00pm - 5:00pm|
If you are attending an event and need the College to help with any mobility requirements you may have, please contact the event organiser in advance to ensure we can accommodate your needs.