Wang, HuichihDoong, Hersen2016-12-292016-12-292017-01-04978-0-9981331-0-2http://hdl.handle.net/10125/41249This study aimed to demonstrate empirically that consumers’ attention is related to changes in the electroencephalographic (EEG) brain activity during the observation of a humorous or non-humorous advertisement displayed on social media. This study is innovative in three ways: first, social media is a popular platform for the testing of pre-launch advertisements. However, the online environment makes concealing real thoughts easy. Hence, the skill of observing consumers’ actual responses to advertising via brain activity has useful implications. Second, by examining how men and women differ neurologically in sensing humor, this study is a pioneer in testing the interaction effects from an EEG signal perspective. Third, by using fuzzy set qualitative comparative analysis (fsQCA) methods rather than traditional means, such as correlation, a new lens for understanding neuromarketing might be built.10 pagesengAttribution-NonCommercial-NoDerivatives 4.0 InternationalElectroencephalographicSocial media advertisingConference Paper10.24251/HICSS.2017.099