Humorous Complaining

Christina Kan, University of Colorado, USA
Caleb Warren, Bocconi University, Italy
A. Peter McGraw, University of Colorado, USA
We examine the audience, antecedents, and consequences of humorous complaining. Humorous complaints are more difficult than strict complaints for firms to control because humorous complaints are 1) more likely to be directed toward other consumers, 2) more enjoyable to consumers, and 3) more likely to go viral.
[ to cite ]:
Christina Kan, Caleb Warren, and A. Peter McGraw (2011) ,"Humorous Complaining", 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: 724-725.