Research On The Impact Of Humorous Bragging On Marketing Effects

With the development of the times and the continuous improvement of the social productivity,the stage of marketing development has already transformed from product-oriented to market-oriented.Seller's market does not exist anymore.Bragging has become an advertising strategy that various brands have to use.From marketing practice,the style of bragging is different,some express their minds directly,some funny.Reviewing the existing research,this paper finds that marketing scholars have done a lot of research from many aspects,such as advertising spokesman,the display of product information,the type of advertisement and so on.The research results provide an important theoretical basis for this paper.Unfortunately,as far as the author knows,no research combines humor and bragging,the research on how humorous bragging affects the marketing effects remains to be further explored.As result,this paper focuses on this,combines humor and bragging and discuss the impact of the style of advertising bragging on marketing effects.Through reviewing the literature,this paper finds that humor and bragging are two double-edged swords.As a common self-enhance strategy,bragging can express ability but is not liked by others.Individuals who brag their achievements,successes,and unique attributes can send a signal of competence and professionalism,perceived as more skilled,and enable the audience to pay more attention to their good qualities,talents and strengths,and thus gain respect from others,enhance persuasion,but on the other hand,bragging is considered immodest,socially unacceptable,and makes the audience feel that boastful people are rude,arrogant,self-proclaimed or self-centered.Humor is considered talented,friendly,imaginative,charismatic,emotionally stable.Therefore,humor can produce a large number of positive effects,but on the other hand,the use of humor is risky,unsuccessful humor will make humor cannot achieve the expected effect,and will pay for it.Based on this,this paper strives to define humorous bragging by combining humor and bragging.From the perspective of self-presentation theory,this paper makes a comparative study of humorous boasting and straightforward bragging,to explore the influence of different types of bragging on consumers' willingness to share and purchase,and to explore the psychological mechanism.Brand personality is introduced as a moderator variable to explore its boundary effect.The study reveals the different effects of advertising bragging types(humorous bragging & straightforward bragging)on marketing effects:the first,compared with the straightforward bragging,the humorous bragging makes the consumer prefer to share(Experiment 1,2);the second,compared with the humorous bragging,the straightforward bragging makes the consumer prefer to purchase(Experiment 1,2);the third,compared with the straightforward bragging,the humorous bragging can increase the consumer's liking,and improve the consumer's willingness to share.(Experiment 3);the fourth,compared with the humorous bragging,the straightforward bragging can increase the reliance of the consumer,and improve the consumer's willingness to purchase.(Experiment 2);the fifth,the brand's personality moderate the abovementioned effect,the exciting brand is more suitable for the humorous bragging,for the exciting brand,humorous bragging can increase the consumer's liking,and improve the consumer's willingness to share,at the same time,it can increase the consumer's liking,and improve the consumer's willingness to shareThe conclusions not only enrich the achievements in advertising,humor,bragging and other related fields,but also provides an important reference and guidance for enterprises to choose the types of advertising bragging.