Questionnaire
I. Demographic Profile
1. Sex
o Male
o Female
2. Age
o Below 18 yrs.
o 18-23
o 24-30
o 31-40
o 41+
3. Educational Attainment
o Grade School
o High School
o College Degree
o Post Graduate
o No Schooling Completed
4. Marital Status
o Single
o Married
o Divorced
o Widowed
II. Psychographic Profile
5. Which type of advertisement do you like the most?
o Emotional
o Humorous
o Competitive
o Value Oriented
o Celebrity Endorsements
6. What do you do during leisure?
o Watch TV
o Chat with friends/colleagies
o Listen Radio
o Read books and magazines
o Use internet
7. How much time do you spend on watching TV?
o Below an hour
o 1 hour
o 2 hours
o 3 hours
o More than 3 hours
8. How do you know about a new product in the market?
o TV channel
o Newspaper/Magazine
o Billboard
o Friends/Relatives
o FM radio
o Internet
9. Presence of Humor in advertisement communicates more successfully with audience.
6 5 4 3 2 1
Strongly Agree Agree to a Disagree to a Disagree Strongly
Agree certain extent certain extent Disagree
10. The impact of humor on liking the message or the brand in the advertisements is high.
6 5 4 3 2 1
Strongly Agree Agree to a Disagree to a Disagree Strongly
Agree certain extent certain extent Disagree
Please put a tick mark (√) in the appropriate box regarding the respective factor ranging from 1-5 scale,
where 1 stand for Strongly Disagree & 5 stands for Strongly Agree:
6 5 4 3 2 1
Statements Strongly Agree Agree to Disagree Disagree Strongly
Agree a certain to a Disagree
extent certain
extent
HUMOUR SCALE
I like advertisements that are
amusing
Playful advertisement
attracts me
I pay attention to
those advertisements
that are surprising
Humor enhances
interestingness of
dull advertisements
Humorous advertisements
are easy to understand
ATTITUDE TOWARDS
ADVERTISMENTS
Humorous advertisement
are entertaining
Humor in
advertising irritates
me
Information of product in
humorous advertisements
influences my product
preference
Humorous advertisement
provides a certain reason
to buy the product
ATTITUDE TOWARDS
THE BRAND
Presence of humor
enhances likability
towards the brand
Humor m a k e s the
brand more enjoyable
I favor brand whose
advertisement contain
humor
Humor is useful in
promoting brand
awareness
CONSUMER
PERCEPTION
My attitude is positive
if the advertisements is
humorous
I recognize those brands
more whose
advertisements are
humorous
If the advertisements is
humorous I would recall
the brand more
Please have a look at the advertisement below:
Can you recall These TV advertisements?
o Don’t remember at all
o Only remember the humor/joke part of the advertisements
o Only remember the brand/product name
o Remember both the humor and brand
