Lecture 6

Question 1

Hansen et al. (2009) study on the effect of humour in commercials

Answer 1

Results: after having seen the ad, the product is often remembered less well. However, there is more choice for the product from the funny commercial than the non-funny commercial.

Question 2

Keizer et al. (1981) study about descriptive norms: 2 conditions (no trespassing and no bikes to fence with a little opening. How many people will pass through the gate?

Answer 2

Results: more people passed through the gate if bikes were already attached to it (explicit reminder was ignored and overriden by descriptive norms.