Humour Application Into Advertising: Its Impact Towards

Customer Buying Behaviour

Chapter 1

THE PROBLEM AND ITS SCOPE

Background of the Study

Over time, advertising entered everyone's daily lives. The majority of commercial

companies use a wide variety of diverse techniques to market their goods or services to

the economy, ranging from more traditional forms to the most cutting-edge types of

advertising. In this regard, innovators are always coming up with new styles, concepts,

and even approaches for presenting their goods or services. Humor advertising is one of

the techniques used in advertising the most.

According to Adhikari (2018), humor is the propensity for particular cognitive

events to elicit delight and laughter. One of the strongest advertising strategies for

breaking through the noise is humor. Pariyar (2017), mentioned the most prevalent type

of noise that interferes with marketing communications is clutter. About twenty-four

percent of prime-time television commercials and about 35 percent of radio commercials,

according to estimates, incorporate humor. In its broadest definition, comedy draws

attention without impairing comprehension. It is more likely that comedy will not have

any effect, despite some research suggesting that it might. In fact, there is some evidence

to suggest that humor may even improve comprehension. It increases enjoyment.

Because linked comedy outperforms unrelated humor (Beard, 2005), the relationship

between humor and liking is stronger than the relationship between humor and any of the

other characteristics.
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In a competitive world, especially here in the Philippines, the use of humor in

marketing serves as a cue to choose a good or service. These could be demonstrated

through comical visual circumstances that appeal to individuals all around the nation.

Humor appears to be a powerful tool for evoking emotional reactions across generations.

This is particularly true for the younger generations, for whom comedy is an essential and

fundamental component of an effective marketing plan.

In this study, the researchers sought to understand how the use of humor in

advertising affected consumers' purchasing decisions. According to this study, customers

believe humor in advertising to be useful in making selections about the products or

services they will purchase. In order to benefit both customers and businesses, experts

have identified a number of effects of humor in advertising. The study was also done to

provide new information and a comprehensive understanding of the subject, as well as to

address any associated queries.

Theoretical Framework

Eisend (2011) conducted study on the use of humor in advertising and its impact

on how people feel about a product or service. Ads that were hilarious and their effects

on customer attitudes were the variables used in the study. A sample size was used, and it

was. 

The results of this investigation showed that humor contributes to a decrease in

the unfavorable thoughts people have towards advertisements. Stathopoulou, Borel,

Christodoulides, and West (2017) asserted that the fundamental explanation for this is

that hilarious advertisements work as a diversion from opposing arguments.

De Pelsmacker and Geuens (2015) also proposed that more research be done to

learn more about the advantages of humorous advertising on consumer attitudes toward

the brand and its quality. Additionally, Chang and Bandyopadhyay (2014) claimed that

humor in advertisements has a great ability to attract customers, which motivates them to

emphasize the message more. 

Additionally, high-quality and cultivates in consumers' minds an image of a high-

quality goods. However, the message conveyed in these advertising must be one that is

constructive. Swani, Weinberger, and Gulas (2013) investigated the effects of violent

humor on consumer purchase intention in contrast to the aforementioned findings.

The conclusions reached suggested that there are differences between how the

male and female audiences perceive and respond to these kinds of advertisements.

Females tend to give negative feedback when it comes to violent marketing because they

believe that such ads violate social norms. In contrast to Swani, Weinberger, and Gulas'

(2013) findings, Petrescu, Korgaonkar, and Gironda (2015) discovered that male

customers responded more favorably to violent humor in advertising. 

However, Senthilkumar and Venkatesh's (2017) research suggested that in order to

positively influence customers' purchasing decisions, marketers need produce different

types of violently humorous adverts for both male and female consumers.

Huanga, Su, Zhou, and Liu (2013) conducted study on consumer attitudes about

viral advertisements and the transition of traditional advertising models to interactive

advertising models. Both traditional and interactive advertisements are factors in this

study.
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In contrast, Malik Ghafoor and Iqbal's (2014) findings showed that collaboration

between humor, endorser, and involvement was evident, showing that when the level of

product involvement was low, celebrity endorsers working together with humor were

able to elicit more favorable reactions than other combinations of advertisement and

promotion tools. 

Advertising humor primarily relates to audiences' propensity to react favorably

when one or more people are depicted in a lighthearted manner. Advertisements are a

psychological strategy used by marketers to sway customer decisions. In a similar vein,

advertising is a crucial tool for marketing and has the same goal of convincing potential

buyers.

Humor Advertisement :
Presentation
Entertainment
Quality Customer Buying
Brand Behavior
Engagement

Competence
Integrity
Benevolence

Figure 1. Schematic Diagram of the Study.

Statement of the Problem

The proposed study focused on the humor application into advertising: Its impact

towards customer buying behavior.

What is the demographic profile of the respondents in terms?

o 1.1 Sex

o 1.2 Age

o 1.3 Educational Background

1. What is the impact of humor application into advertising on customers in terms of

customer Buying Behavior?

2. How can an advertisement grab the attention of viewers and customers?

Significance of the Study

Each and every research study has value for the people, the society, the nation,

and most importantly, the world as a whole. The generality of this study would greatly

advance our understanding of student accomplishment and the commercial world. The

conclusions and consequences of this study, along with the crucial discoveries, may be

highly significant and advantageous, particularly for the following:

Business owners: This study might assist them in recognizing various marketing tactics,

particularly when employing humor in commercials.

Consumers: This study can aid consumers in selecting the goods they wish to acquire,

and they will be more amused by the fact that they do it in a lighthearted manner thanks

to the vendor.

For the market: The study can assist in learning that more people will visit the market

due to the positive effects of humor advertising, which draws more people, particularly

the younger generation, because it is enjoyable and comfortable. They will also learn

about consumer demand, which may result in an increase in the economy's business

climate.

Future Researchers: The study's findings will give them a safe way to get more data and

contribute fresh insights to the study. Additionally, it can make them more conscious of

the issue and change their attitudes.

Scope and Limitation of the Study

This study focuses on how humor advertisements affect consumer purchasing

behavior and how consumers modify this type of advice to be accepted by business

industry. There are certain lessons to be learned from it because it has had a seismic

impact on enterprises all around the world. The offline businesses behind the

advertisement have the possibility to make continuity and backup plans, but they also

have the chance to decide what matters most in order to identify fresh growth

opportunities.
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Research Methods

This part discussed the research design, participants of the study, research setting,

research instrument, instrument's validity, data gathering procedure, data analysis, ethical

considerations in research, and trustworthiness of the research.

Research Design. In conducting a research, research design serves as the backbone of

the study which helps to achieve the objective of the researchers in procedural steps.

According to Sileyew (2019), the goal of research design is to provide an appropriate

framework for the study. It helps to determine the proper research approach in order to

determine the information needed to obtain the study in success. 

The researchers will employ the Quantitative research design, whereas, it is used

in collecting and analyzing data in numerical and statistical manner. This approach are

used for generalizing and analyzing the statistical collection of data from the target

respondents in the form of questionnaires.

In analyzing the data, the researchers will employ the used of descriptive-

correlational research methods which will help to describe the degree to which two or

more quantitative variables are related. Wherein, descriptive research method is use

to describe population, situation or phenomenon in accurate and systematically manner

and sought to answer what, where, when, and how questions, but not why (McCombes,

2019). Descriptive research method will serves as guide to identify its impact towards

customer buying behavior.

Research Setting. This study was conducted in Tangub City, Misamis

Occidental. According to Nartea et al., (2019), when it comes to the

internet shopping patform, the Philippines ranks third among the Asia

Pacific nations. With that, the researchers were eager to know the

relationship of the characteristics of SNS to the customer purchase

intention of the online customers in Tangub City of which the researchers

observed that online buying and selling is prevalent and increasing in

Tangub City.

Research Respondents. The respondents of this study were the thirty (30)

randomly selected online customers of Tangub City, Misamis Occidental,

who used social networking sites like Facebook, Twitter, Youtube, and

Tiktok. The researchers used simple random sampling to gather the data in

which online customers would be selected. According to Etikan and Bala

(2017), probability random sampling was preferable because it uses a

probabilistic method to control bias, and the researcher generated data for

the entire population. The researchers assured the security and

confidentiality of the results provided by the respondents.

Research Instrument. The researchers will be utilizing the surveyquestionnaire in

collecting data from the respondents. Survey questionnaire is a survey method which

helps to collect statistical information of the respondents in a numerical and statistical

manner. In creating the instrument of the study, the researchers will based the structure of

the instrument in the stated problem of the study. This will serve as reference on what

statistical data are needed to fulfil the success of the study. In ensuring the reliability and
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validity of the instrument to be used in the study, the researchers will employ validation

which of great used in the fulfilment of the study. In which, the future instrument of the

study will be validated by an experts in the field in order to appropriately examine the

usefulness of the instrument.

Instrument’s Validity. The questionnaire must be evaluated by the researchers to

guarantee that it is thorough enough for the respondents to answer. Following

consultation with their research consultant about the questionnaire, the researchers will

perform a preliminary test in which they wil attempt to answer the questionnaire in order

to measure and analvze it the questions are straightforward to grasp.

Data Gathering Procedure. Prior to collecting the data, the researchers sought

permission from their advisor to validate the instrument. After receiving

permission, the researchers gave the subjects the questionnaire instruments

in order to collect data. Additionally, the researchers ensure that each

participant will react to the offered questions by providing a clear

direction and easily understood questions. Data obtained from respondents

will be kept confidential in accordance with Republic Act 10173, also

known as the Data Privacy Act of 2002, and other privacy legislation, due

to ethical issues. The expert will validate, total, and analyze the data

collected by the researchers in order to fulfill the requirements under the

study's problem.
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Data Analysis. In order to produce accurate and pertinent results, the researchers will

statistically process the raw data after collecting the survey data. Following generation of

the data, it will be evaluated and interpreted in an effort to address the research questions.

To measure the impact of Customer Buying Behavior and Humor Application

Advertising, the researcher used the following:

1. Frequency Distribution - In Statistics, the frequency distribution is a tabular

representation of data that shows the frequency of different values or variables.

2. Percentage - To determine the proportion of each given data and to identify how

many respondents answer.

Formula:

Where:

P= Percentage

f = Frequency

N = Total number of respondents

Weighted Mean = It is used to compute the arithmetic mean. It entails multiplying each

data point in a set by a value determined by some property of whatever contributed to the

data point.

Formula:

Where:

WM = Weighted Mean

f =Frequency

E = Summation

w = Weight of response

N = Total number of response

Ethical Considerations

The informant's confidentiality is not exposed or revealed to anybody. Before the

start of the dissemination of the questionnaire, a written informed consent form is

presented to the participants. It was emphasized that the data gathered from the guide was

used for academic purposes only. The researchers assured the participants that the

information gathered in the instrument were strictly confidential and the enmity of their

identities were maintained.

Trustworthiness of the Research.

This study will be conducted with utmost reliability. To the credibility of the

understanding that the researchers consulted the experts and professionals regarding the

gather data during the focus group discussion.

Definition of Terms

The given terms below are theoretically and operationally defined in this research.

Advertisement - a notification that is published online, in a newspaper, on television, or

on a poster describing a service, an occasion, or a job.

Buying Behavior - is the decision-making and behavior of current and potential

customers who are engaged in the purchase and use of goods.

Consumer Behavior - is the study of an individual, a group, or an organization, as well

as all acts connected to the purchase, use, and disposal of goods and services.

Humor - is the capacity for something to make people laugh or smile. A person's sense

of humor is also their capacity to find humor or delight in things.

Humorous Advertising - is a cognitive bias where information is remembered more

effectively when it is humorous.

Consumer - is the person who actually uses the product or service that was purchased.

Consumers are people or groups of people who purchase or use goods and

services solely for their own needs, rather than for production or resale.
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Market - is a place where parties can congregate and exchange goods and services.

Promotion - is a marketing tool that is employed as a tactic to facilitate communication

between merchants and buyers.

Buying Behavior - is the action of a buyer purchasing a certain good or service.