@article{article_1189632, title={The Relationship of Humor, Trust, and Intrusiveness in Advertising}, journal={Pamukkale Üniversitesi İletişim Bilimleri Dergisi}, volume={1}, pages={130–149}, year={2023}, author={Altıntaş, Murat Hakan and Akhan, Can Efecan and Işın, Feride Bahar and Mueller, Rene Dentiste}, keywords={Mizah, Müdahalecilik, Güven, Reklam}, abstract={The main purpose of this study is to investigate the effects of consumers’ perceptions of humorous advertising in ads. For hundreds of years, advertising has affected consumers’ attitudes toward products and brands. The main goal is to induce consumers’ perception through persuasion by creating a tendency to try and buy. Humor is one of the most effective elements influencing purchase decisions. The humorousness of an ad may have direct and indirect effects on consumers’ sense of humor and impacts attitudes toward ads. Analysis results suggest that a sense of humor positively affects the perception of the humorousness of an advertisement. Also, trust positively affects attitudes toward advertising, while the perception of ad humorousness positively affects attitudes toward ads.}, number={2}, publisher={Pamukkale Üniversitesi}