This research paper explores the mediating role of attitude
towards the advertisement and attitude towards the brand, and
moderating role of self-monitoring in the relationships between
perceived humor in the advertisement and purchase intention of the
customer. Survey data was collected from 209 individuals after
showing advertisements. Confirmatory factor analysis, structural
equation modeling, and macro developed by Preacher and Hays have
been used to test moderation and mediation effect in the hypothesized
model. A good fit between the data and tested model was observed. As
predicted, purchase intention was positively related to perceived
humor and full mediation effect has been found. The moderating role
of self-monitoring has also been supported by the data. The findings
are particularly salient for national and multinational media agencies
in Pakistan as well in the other parts of the world