This research paper explores the mediating role of attitude towards the advertisement and attitude towards the brand, and moderating role of self-monitoring in the relationships between perceived humor in the advertisement and purchase intention of the customer. Survey data was collected from...

Purpose - This research paper explores the mediating role of attitude towards the advertisement and attitude towards the brand in the relationships between disparagement as a processing stimulus for humor in advertising and purchase intention of the customer.Design/Methodology/Approach - Data...