Advisers

Sean Henrick V. Cayme, LPT, MAEd

Discipline

Marketing

Abstract

This research examines the influence of satirical marketing approaches on consumer behavior patterns. Utilizing humor, irony, and exaggeration, satirical marketing aims to connect emotionally with consumers to shape their attitudes and purchase intentions. The study is grounded in Weinberger and Gulas’ Comedy Theory in Advertising, which posits that humor enhances message recall and creates favorable feelings toward a brand. The primary objective was to evaluate how these satirical strategies impact various dimensions of consumer behavior to serve as a basis for developing an "Emotion-Purchase Resonance Model". The study employed a descriptive-correlation research design to analyze the relationship between satirical marketing and consumer behavior. Data were gathered from 50 purposively selected consumers at the "On the Way" Novaliches Branch in Quezon City. The researchers utilized a validated survey questionnaire and statistical analysis was performed using weighted mean, Likert scales, Pearson’s r correlation and Ranking to determine the strength and significance of the relationship between the study's variables. Findings revealed that the majority of respondents were males (60%) aged 18 to 28 (94%) who frequently engage with the brand on Facebook. Results showed that satirical marketing significantly enhances brand awareness, cognition, and memories, with the highest effectiveness seen in capturing consumer attention (mean = 3.38). A significant moderate positive relationship (r = 0.3081) was established between satirical marketing and consumer behavior, leading to the rejection of the null hypothesis. The study proposed the Emotion-Purchase Resonance Model, which outlines four phases of consumer engagement: emotion trigger, evaluation, internalization, and behavioral resonance. Recommendations include refining content to avoid misinterpretation and expanding future research to include larger sample sizes and qualitative methods.

Keywords

marketing, satirical marketing, advertisement