Abstract
Evaluation of humorous advertisements is supposed to be influenced by the perceivers' traits. The present study assessed the relation of extraversion with ratings of eight characteristics of humorous and informative advertisements. 75 high school students viewed the advertisements; a small positive correlation was found between scores on Extraversion and overall positive ratings of the humorous advertisement, but the correlation of scores on Extraversion with overall ratings of the informative advertisement was not statistically significant. Higher scores for Extraversion were positively correlated with more favorable reactions toward the humorous advertisement. Overall ratings of the humorous advertisement were also positively correlated with the humorousness and informativeness ratings, indicating that the more the advertisement was perceived as humorous and informative, the more positive was the overall rating. The latter ratings were significantly intercorrelated at r(s) = .50. The role of extraversion was small but significant in the evaluation of humorous advertisements.
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