Abstract: This study examines the impact of humor in advertising on consumer purchase decisions, focusing specifically on Guwahati City. Humor is a popular advertising strategy aimed at capturing attention and enhancing brand recall. Through surveys and data analysis, the research explores how humorous advertisements influence consumer attitudes, emotional responses, and subsequent purchasing behavior in Guwahati. The findings reveal that humor in advertising significantly enhances consumer engagement and brand perception, ultimately leading to increased purchase intentions. However, the effectiveness of humor can vary based on cultural context and individual preferences. This study underscores the importance of tailored advertising strategies that align with local consumer sensibilities to maximize effectiveness.

Keywords: humor, advertising, consumer purchase decision, Guwahati City, brand perception

| DOI: 10.17148/IARJSET.2024.11647