Replication Data for: Incongruent Humour, Advertising Effectiveness and Women: An Experiment On Facebook
<|begin_of_text|><|start_header_id|>system<|end_header_id|> You are a research archivist expert in dataset metadata. Answer the question truthfully.  <|eot_id|><|start_header_id|>user<|end_header_id|> Here is the Description of a dataset. Description:'The objective of this paper is to analyze how ads with incongruous humor on Facebook influence female Brazilian consumer engagement, attitudes and purchase intention. An experiment conducted on Facebook with 269 women allowed us to test whether the presence of incongruous humor influences advertisement effectiveness, confirming this hypothesis, demonstrating that humorous appeal has a positive effect on female audiences. Regarding contributions, our findings confirm that engagement, attitudes and purchase intention conform to important measures of advertisement effectiveness in the virtual context; reveal new facets about women's perception of stimuli traditionally designed for men; and show social networks to be fundamental elements for consumer decision-making. Thus, we discuss the role of the Internet as a platform for interaction be' . Please return only a json list of at most 3 Keywords corresponding to the Description:.<|eot_id|><|start_header_id|>assistant<|end_header_id|> {"Answer" : ["advertising","consumer behavior","Facebook","humor"]} <|eot_id|>
 Here is the Description of a dataset. Description:'The objective of this paper is to analyze how ads with incongruous humor on Facebook influence female Brazilian consumer engagement, attitudes and purchase intention. An experiment conducted on Facebook with 269 women allowed us to test whether the presence of incongruous humor influences advertisement effectiveness, confirming this hypothesis, demonstrating that humorous appeal has a positive effect on female audiences. Regarding contributions, our findings confirm that engagement, attitudes and purchase intention conform to important measures of advertisement effectiveness in the virtual context; reveal new facets about women's perception of stimuli traditionally designed for men; and show social networks to be fundamental elements for consumer decision-making. Thus, we discuss the role of the Internet as a platform for interaction be' . Please return only a json list of at most 3 Keywords corresponding to the Description:.
The objective of this paper is to analyze how ads with incongruous humor on Facebook influence female Brazilian consumer engagement, attitudes and purchase intention. An experiment conducted on Facebook with 269 women allowed us to test whether the presence of incongruous humor influences advertisement effectiveness, confirming this hypothesis, demonstrating that humorous appeal has a positive effect on female audiences. Regarding contributions, our findings confirm that engagement, attitudes and purchase intention conform to important measures of advertisement effectiveness in the virtual context; reveal new facets about women's perception of stimuli traditionally designed for men; and show social networks to be fundamental elements for consumer decision-making. Thus, we discuss the role of the Internet as a platform for interaction be
advertising; consumer behavior; Facebook; humor