TY  - THES
U1  - Master Thesis
A1  - Oberluggauer, Teresa
T1  - The vampire effect in advertisement caused by humor
N2  - In an oversaturated market, companies are required to use innovative and, above all, creative advertising methods to capture their customers’ attention, and thus differentiate themselves from rival businesses. To this end, companies have been increasingly relying on the use of humor, a phenomenon that remains highly subjective and is perceived differently by each individual. This master’s thesis, which was completed as part of the International Marketing and Sales program at the FH Vorarlberg, focuses on this phenomenon of humor as well as its impact on advertising perception. With the aid of three different theories, the term “humor” is defined. Furthermore, this study explains and researches the so-called vampire effect, wherein various factors (in this case humor) draw attention away from the actual advertising message. In addition, this thesis takes a closer look at involvement, as a person’s involvement or interest in a brand or product can influence brand and product recall and recognition. An online survey was conducted to determine whether the vampire effect caused by humor is able to influence brand and product recall. In other words, this concerns whether the viewer can still remember the brand and product afterward or whether the humor employed triggers the vampire effect. Furthermore, this thesis explored whether the vampire effect caused by humor is able to influence brand and product recognition. Recall is the retrieval of information from memory without direct cues, whereas recognition refers to the recognition of information when it is presented again. Furthermore, within this context, it was discovered that brand and product recall varies with low and high involvement viewers of the advertisement. In other words, this means that the strength of the vampire effect caused by humor changes depending on the strength of the viewer’s involvement. During the course of this research, it was further observed that the humor employed significantly affects the perception of the advertising message, thus confirming the existence of the vampire effect. This effect also influences both brand as well as product recall and recognition. In both cases, participants in the survey were less able to remember the product and brand in the humorous advertising. Furthermore, it was proven that people with low involvement in the advertised product group are more heavily affected by the vampire effect. As such, they are more likely to not remember the product or brand after seeing the advertisement.
KW  - Vampire Effect
KW  - Humor
KW  - Advertisement
Y2  - 2023
U6  - https://doi.org/10.25924/opus-5174
DO  - https://doi.org/10.25924/opus-5174
SP  - vii, 53, A1-A18
S1  - vii, 53, A1-A18
ER  -