Baron, R., P. Baron and N. Miller.1973. "The Relation Between Distraction and Persuasion," Psychological Bulletin80, 310-323.
4.
Batman, Thomas.1965. "The Stan Freeberg Syndrome," Sponsor (March 1) 37-43.
5.
Bechwith, N.E.1972. "Multivariate Analysis of Sales Responses of Competing Brands to Advertising," Journal of Marketing Research2 (May) 168-176.
6.
Bellaire, Arthur.1977. "Bellaire Survey III Finds Music and Demo Up; Humor, Animation Decline," Advertising Age (January 3) 17-18.
7.
Berlo, D.C. and H. Kumata.1956. "The Investigator: The Impact of a Satirical Radio Drama," Journalism Quarterly, 33, 287-298.
8.
Bither, Stewart W.1969. "Comments on Venkatesan and Haaland's Test of the Festinger-Maccoby Divided Attention Hypothesis," Journal of Marketing Research6 (May) 237-238.
9.
Byor, T.V.1974. "Don't Spurn Humor-It Can Get You TV Memorability and Sales Punch, Too," Advertising Age (June 10) 39.
10.
Colley, Russell H.1961. Defining Advertising Goals for Measured Advertising Results . New York: Association for National Advertisers.
11.
Cone, Fairfax M.1969. "Advertising Is No Joke; Don't Make It Into One," Advertising Age (December 15) 47.
12.
Daniels, Draper.1959. "Humor in Advertising," in E. R. French (ed.), The Copy-writer's Guide. New York: Harper and Brothers, 137-147.
13.
DeBruicker, F. Stewart and Thomas S. Robertson .1978. "An Appraisal of Low-Involvement Consumer Information Processing," Attitude Research Conference. Chicago: American Marketing Association.
14.
DeVoe, Merrill.1956. Effective Advertising Copy. New York : The MacMillan Company, 215-217.
15.
Dunn, S. Watson.1956. Advertising Copy and Communication. New York: Mc Graw-Hill Book Company, 303.
16.
Dutta, S. and R.N. Kanungo.1975. Affect and Memory: A Reformation. New York: Pergamon Press.
17.
Festinger, Leon and Nathan Maccoby.1964. "On Resistance to Persuasive Communications," Journal of Abnormal and Social Psychology68 (November) 359-366.
18.
Gardner, David.1970. "The Distraction Hypothesis in Marketing," Journal of Advertising Research10 (December) 25-30.
19.
Gruner, Charles R.1965. "An Experimental Study of Satire as Persuasion," Speech Monographs32 (June) 149-154.
20.
_. 1966. "A Further Experimental Study as Persuasion," Speech Monographs33 (June) 184-185.
21.
. 1967. "Editorial Satire as Persuasion: An Experiment," Journalism Quarterly44 (Winter) 727-730.
22.
_. 1967. "Effect of Humor on Speaker Ethos and Audience Information Gain," Journal of Communication17 (September) 228-233.
23.
_. 1970. "The Effect of Humor on Dull and Interesting Informative Speeches," Central State Speech Journal21 (Fall) 160-166.
24.
Helson, H.1947. Adaptation-Level as a Frame of Reference for Prediction of Psychophysical Data. American Journal of Psychology60, 1-29.
25.
_. 1959. "Adaptation-Level Theory," in Psychology: A Study of a Science, I. Sensory Perception and Physiological Formulations . New York: McGraw-Hill, 565-621.
26.
Hovland, C.I., I.L. Janis and H.H. Kelley.1953. Communication and Persuasion. New Haven, Connecticut: Yale University.
27.
Kelly, J. Patrick and Paul J. Solomon .1975. Journal of Advertising4 (Summer) 31-35.
28.
Kennedy, A.J.1972. "An Experimental Study of the Effect of Humorous Message Content Upon Ethos and Persuasiveness," Doctoral Dissertation, University of Michigan.
29.
Kilepla, D.E.1961. "An Experimental Study of the Effects of Humor on Persuasion," unpublished Master's Thesis, Wayne State University.
30.
Krugman, Herbert E.1965. "The Impact of Television Advertising: Learning Without Involvement," Public Opinion Quarterly (Fall) 349-356.
31.
Lubalin, Peter.1977. "Humor in Radio," ANNY (November 4) 22.
32.
Longman, Kenneth A.1979. Personal Communication to C. Duncan, March 15.
33.
Lull, P.E.1940. "The Effectiveness of Humor in Persuasive Speech," Speech Monographs7 (December) 26-40.
34.
Lynch, Mervin D. and Richard C. Hartman .1968. "Dimensions of Humor in Advertising ," Journal of Advertising Research8 (December) 39-45.
35.
Markiewicz, Dorothy.1972. "The Effects of Humor on Persuasion," unpublished Doctoral Dissertation, Ohio State University.
36.
. 1973 . "Persuasion as a Function of Humorous Vs. Serious Messages or Contexts," unpublished manuscript, Northern Illinois University.
37.
. 1974. "Effects of Humor on Persuasion," Sociometry37 (3) 407-1422.
38.
Marshall, John.1979. "Getting Ahead on Beer," Daily Journal American (February 5) 2.
39.
McMahon, Harry W.1969. "Contac and Alka Seltzer Prove Humor Can Sell Big," Advertising Age (September 8) 90.
40.
Monica, Corbett.1971. "Six Rules to Help You Make Funny TV Commercials," Advertising Age42 (October 4) 46.
41.
" N. E. Mutual Life Scoffs at Death in New Campaign," 1968, Advertising Age (May 20).
42.
O'Connor, John.1972. "Humor or Information? WRG Feels Its Recent Ad Efforts Combine Both," Advertising Age (June 26) 10.
43.
Orkin, Richard and B. Berdis.1977. "The Funny Thing About Some Commercials ," Broadcasting (June 20) 16.
44.
Phillips, Kalman.1968. "When a Funny Commercial Is Good, It's Great!," Broadcasting74 (May 13) 26.
45.
Pokorny, G.F. and C.R. Gruner.1969. "An Experimental Study of the Effect of Satire Used as Support in a Persuasive Speech," Western Speech33 (Summer) 204-211.
46.
Politz, Alfred.1960. "The Dilemma of Creative Advertising," Journal of Marketing (October) 1-6.
47.
Schwartz, David A.1971. "Ads Aren't That Memorable Anyway," Marketing Communications (August) 25.
48.
Seldes, Gilbert.1959. "I Laughed Until I Thought I'd Buy," Tide (January) 24-26.
49.
Starch, D.1958. "Do Ad Readers Buy the Product?," Harvard Business Review36 (May-June) 49-58.
Sternthal, Brian and C. Samuel Craig .1973. "Humor in Advertising," Journal of Marketing37 (October) 12-18.
52.
Stewart, Daniel K.1968. "Some Theoretical Considerations of Current Advertising Research," Journal of Advertising Research8 (December) 49-51.
53.
Taylor, P.M.1964. "The Effectiveness of Humor in Informative Speeches," Central States Speech Journal15 (November) 295-296.
54.
Television Age. 1967. (June 5) 28.
55.
Tyebjee, Tyzoon T.1978. "Cognitive Response and the Reception Environment of Advertising ," in S. C. Jain (ed.), Research Frontiers in Marketing: Dialogues and Directions, American Marketing Association Proceedings.
56.
Venkatesan, M. and Gordon A. Haaland .1968. "Divided Attention and Television Commercials: An Experimental Study," Journal of Marketing Research5 (May) 203-205.
57.
Weingarten, Jaala.1967. "Is 'Far Out' Advertising Entertaining the Public More But Selling It Less?" Dun's Review90 (July) 27-28.
58.
Winski, Joseph M.1978. "Tragedy of 'Drink Schlitz or I'll Kill You' Ads," Chicago Tribune (August 9).
59.
Winters, L.1971. Personal Communication to D. Markiewicz. Referenced in: Sternthal and Craig. "Humor in Advertising ," Journal of Marketing37 (October 1973) 12.
60.
Wright, Peter L.1973. "The Cognitive Process Mediating Acceptance of Advertising ," Journal of Marketing Research10, 53-62.
61.
Zeman, J.V.1967. "An Experimental Study of the Persuasive Effects of Satire in a Speech Presented to a High School Audience," unpublished master's thesis , University of Nebraska.