Effect of humour in advertising of ‘yellow goods’ on consumer purchase decision in awka.

This study aims at empirically investigating the effect of humour in advertising of “Yellow goods’ on consumer purchase decision in Awka. Humour appeal is one of the advertising appeals amongst others. Just as differences exist in individuals, perceptions of humour are different in audiences and consumers. It is worthy to note that what constitutes humour in adverts differ from consumer to consumer and these elements - images, pun or word and surprise - may or may not cause humour depending on the individuals and consumers involved. Hypothesis was formulated to guide the research study. The population of this study comprises consumers of “yellow goods’ in Awka metropolis. Survey research design was adopted and a sample size of 323 was statistically determined using the formula for unknown population. Multiple regression was used to test the significance of the hypotheses generated for the study. Pun/Language and surprise were seen to have significant effects on consumer purchase decision of yellow goods while image has no effect. Surprise had the highest effect followed by pun/language.