The Influence of Humor on Sharing

Caleb Warren, Bocconi University, Italy
Jonah Berger, University of Pennsylvania, USA
We explore the influence of humor on social transmission. Drawing from the benign violation theory of humor, we show that violation severity and benignity jointly influence the perceived humor and, consequently, the virality of youtube videos and text messages. The relationship between humor and sharing may depend on the recipient.
[ to cite ]:
Caleb Warren and Jonah Berger (2011) ,"The Influence of Humor on Sharing", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 712-713.