This book is a conversion from Hafizah Omar Zaki's PhD thesis entitled "The Impact of Cognition, Emotion and Humour on Advertising and Brand Attitudes", written in 2021. An essential aspect of this study is its examination of how people process and react to humorous advertising and brands. In addition to creating favourable attitudes, advertising messages are processed primarily through cognitive and emotional systems. The failure of advertising and the brand message has been attributed to the inability to understand consumers' mental and emotional states in several research. Engaging humour in advertising and marketing substantially impacts Malaysian consumers' attitudes, as demonstrated using the Elaboration Likelihood Model (ELM) and the Associative Network Theory of Memory and Emotion (ANTME). In addition, the book provided a thorough understanding of how different levels of thinking might influence consumers' reactions to humour advertising and brands. An overview of consumer mood valences, such as happy/sad and laughing/crying, and its interaction with humorous advertising and brands, was also provided. According to the authors of the book, consumers respond positively to humour advertising and brands regardless of their mental abilities or emotional state at the time of exposure. As humour in advertising is still a relatively new phenomenon in Malaysia, this book helps practitioners and policymakers understand how to utilise comedy to enhance brand personality, generate successful advertising, and establish consumer trust and loyalty. The book “Consumers’ Cognitive and Emotional Response to Humour Advertising and Brand in Malaysia” is a comprehensive guide to understanding Malaysian consumers' psychological response to the humour advertising message and the establishment of humour advertising practices for marketing firms, regulatory bodies like ASAM and MAA, and policymakers like the Malaysian Communications and Multimedia Commission (MCMC)