Humor v reklamě a jeho vliv na spotřebitele

Abstract

This study uses quantitative data to explore how humorous advertising affects Czech consumers. A questionnaire survey (N = 122) shows that humorous commercials strongly capture attention, yet persuade only a minority of viewers to recommend or purchase a product. Perceived risk of inappropriate humour markedly reduces willingness to advocate the brand, whereas humour preference is highest among middle‑aged, lower‑educated, and less media‑exposed segments. The findings are translated into practical recommendations for audience targeting, creative execution, and campaign risk monitoring.