Purpose – This paper aims to uncover humor mechanisms. Humor mechanisms influencing consumer behaviors seem relatively under-researched. In consequence, the effectiveness of humorous appeals is often questioned and research has yet to provide clear guidelines regarding why, for whom and when...

Purpose – The purpose of this research was to examine how consumers in four Central European countries respond to positively and negatively framed message appeals in advertising. Design/methodology/approach – Emotional, cognitive and attitudinal reactions to four advertisements for food...