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Today’s marketplace is awash with consumers being exposed to different types of information especially through advertisements digitally. The average consumer is exposed to thousands of digital advertisements every day (Jhally, 1998). Since customers are exposed to a lot of digital advertisements, they tend to overlook most advertisements on their digital platforms. This abundance of digital advertising information exceeds the ability of most consumers to pay attention, which implies that a lot of information about a product passes unnoticed and will not be deliberately evaluated at all (Heath, 2001). Although customers are usually inattentive of what is said about brands in some of these digital advertisements, they certainly form impressions of them. For years, it was believed that the behaviour and views that customers had towards advertising are not important. What was thought of as vital was what the customers thought of the goods or the brands (Fam, 2006). It is presently perceived by scholars and practitioners that digital advertising likeability has a very significant role to play in an advertisement impact on consumer behavior. Various organizations that have included humours in their advertisement have realized that it is not all the time that the money invested will yield returns from such humorous advertisements. According to Clark and Hastmann (2003), the US organizations spends lots of money in order to acquire talented and other personalities of high importance to endorse advertisements, promotions and public relation campaigns. However, consumers have the power to pay conscious attention to the information that they want to pay attention to, and consumers can decide to ignore some information. As a result, companies are now beginning to come up with different strategies that will make their advertisement to stand out, to be memorable and to leave a lasting impression in the minds of the consumer’s, that was the reason for the introduction of humours in all forms of advertising. According to Weinberger and Gulas (1992), humour is not a guarantee that an advertisement will be more successful than a normal advertisement. Krishnan and Chakravarti (2003) suggests that humor sometimes distracts the attention of the consumer from the products. Nonetheless, the reaction of the consumers towards this advertising strategy need further evaluation in order to ascertain if the money invested in the humorous advertisements and on comedians and other celebrities eventually plough back to profit for the companies or if they make losses instead. Several studies have existed generally on advertising and consumer purchase decisions. However, fewer of these studies have really explored the effects of humorous advertisement on consumers’ purchase decisions. This research therefore sets out to fill that missing intellectual gap. In an attempt to fill this gap, this study dwelt on the relationship between consumer purchase decision and humorous advertisement by examining variables such as personality in the advertisement, understanding of the advertisement, clarity of the advertisement, involvement in the advertisement and liking of the advertisement, these are with the aim to unravel the impact of these variables on consumer purchase decision such as the need recognition, information search, evaluation of alternatives, purchase and post purchase behavior.