The Impact of Humor in Advertising on Consumer Recall in Sabon Gari LGA, Kaduna State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the Study
Humor in advertising has emerged as a powerful tool for capturing attention, creating memorable brand associations, and fostering positive consumer attitudes. The use of humor leverages psychological principles such as the elaboration likelihood model, which suggests that engaging content can enhance message processing and retention. In markets like Sabon Gari Local Government Area (LGA) in Kaduna State, where diverse cultural backgrounds and preferences intersect, humor offers a unique way to resonate with consumers.
Studies, including Afolabi et al. (2023) and Ogundipe (2024), demonstrate that humor not only enhances consumer recall but also strengthens emotional connections with brands. However, its effectiveness is contingent on cultural relevance, audience preferences, and the nature of the product being advertised. In Sabon Gari LGA, where businesses frequently use humor in advertisements, understanding its impact on consumer recall is critical for optimizing advertising strategies. This study explores how humor in advertising influences consumer recall in Sabon Gari LGA, considering factors such as message clarity, cultural alignment, and audience engagement.
1.2 Statement of the Problem
Despite the widespread use of humor in advertising, its impact on consumer recall remains underexplored in localized contexts like Sabon Gari LGA. Many advertisers rely on humor to differentiate their brands and engage audiences, yet the outcomes are not always as anticipated. Factors such as cultural nuances, humor preferences, and message complexity can either enhance or hinder consumer recall.
Research by Obinna and Adebayo (2023) highlights that while humor increases attention, it may distract from the core message if not carefully designed. Additionally, cultural diversity in regions like Sabon Gari LGA necessitates a nuanced approach to humor that aligns with local sensibilities. This study addresses the gap in understanding the relationship between humor in advertising and consumer recall, providing insights into how humor can be effectively employed to achieve marketing objectives.
1.3 Objectives of the Study
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To examine the impact of humor in advertising on consumer recall in Sabon Gari LGA.
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To analyze the cultural relevance of humorous advertisements in Sabon Gari LGA.
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To evaluate the role of message clarity in humorous advertisements on consumer recall.
1.4 Research Questions
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How does humor in advertising influence consumer recall in Sabon Gari LGA?
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What is the role of cultural relevance in the effectiveness of humorous advertisements?
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How does message clarity affect consumer recall in humorous advertisements?
1.5 Research Hypotheses
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Humor in advertising significantly influences consumer recall in Sabon Gari LGA.
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Cultural relevance enhances the effectiveness of humorous advertisements.
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Message clarity significantly affects consumer recall in humorous advertisements.
1.6 Significance of the Study
This study provides valuable insights for advertisers, marketers, and businesses seeking to enhance consumer recall through humor. By analyzing the impact of humor in Sabon Gari LGA, the findings will guide the development of culturally relevant and engaging advertisements. The study also contributes to academic literature on advertising strategies, offering evidence-based recommendations for maximizing the effectiveness of humorous campaigns.
1.7 Scope and Limitations of the Study
The study focuses exclusively on Sabon Gari LGA in Kaduna State, analyzing the impact of humor in advertising on consumer recall. It does not extend to other advertising techniques or LGAs.
1.8 Operational Definition of Terms
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Humor in Advertising: The use of comedic elements in promotional messages to engage and entertain the audience.
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Consumer Recall: The ability of consumers to remember an advertisement and its key messages.
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Cultural Relevance: The alignment of advertisement content with the cultural values and preferences of the target audience.
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