Impact of Humor advertising on Consumer buying behavior

The aim of this study is to find out the impact of humor which is used in advertisements on the consumer buying behavior. Data was collected through Questionnaire using five-point Likert scale. Probability and convenience sampling method was used for collecting the data. Through observational analysis and by using correlation and regression, it was found that humor in advertisement has a significant effect on the buying behavior of the consumer. Additional consumer factors like psychographic and prior brand attitude should be taken into consideration for future research.