In this paper, two studies demonstrate that the efficacy of sexual humor in advertising is more complicated than the conventional wisdom of “works for males, but not for females." The findings suggest that males and females tend not to exhibit significant differences in sexual humor evaluation...

Using humour to communicate threatening information in advertising has often been observed in practise, but seldom been tested in research. Integrating the humour and threat persuasion literature, the current research tested the effects of humourous threat persuasion and need for cognition (NFC)...

Purpose: Given the profound impact of social media on civic activism, as demonstrated by the #BlackLivesMatter and #MeToo movements, the current study aimed to examine the factors that influence the public to engage in civic activism on social media platforms. Design/methodology/approach: This...