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Advertisements facilitate certain emotions, subsequently influencing purchase intentions. Humor, as an influential way of information expression, is frequently used in ads to elicit emotions. Drawing upon literature on advertisement humor and new product purchase intention and the theory of planned behavior, the study proposes that humor stimulation in advertisements can affect consumers' new product purchase intentions, in which two process mechanisms, namely, emotional arousal and cognitive flexibility, play a mediating effect.

To test the assertions, the authors conduct three experimental studies. The authors' first study assesses the main effect between advertisement humor and purchase intentions. In the second study, the authors show the mediating effects of emotional pleasure, emotional arousal, and cognitive flexibility on the relationship between advertisement humor and purchase intentions. In the first two experiments, the authors study incremental new products. In the third study, the authors study the same mediating relationships for radically new products.

This study's results show consumers that watch humorous ads are more likely to choose new products than those who watch non-humorous ads (Study 1); compared with non-humorous ads, humorous ads can enhance emotional arousal, thus promoting cognitive flexibility and making consumers more inclined to choose new products (Study 2 and Study 3). That said, the authors find that these mediation effects are only partial.

This study's results have important implications for firms vying to enhance consumers' new product purchase intentions by deploying humorous ads.

This exploratory research, designed with a grounded theory method, was conducted to reveal the current relationship marketing challenges and strategies in retail banking in an emerging economy, namely, Türkiye.

The data were collected through semi-structured interviews with 25 bankers and then analyzed with a qualitative approach.

The research findings highlight four main challenges for relationship marketing in retail banking industry: omnichannel approach powered by digital transformation, artificial intelligence, new customer experience, and the expansion of financial services ecosystem.

Our research identifies new challenges in the field of relationship marketing, especially regarding strategies in the post Covid-19 pandemic era, specifically from the bank employees’ points-of-view.