Humorous Consumer Complaints

A. Peter McGraw, University of Colorado, USA
Christina Kan, University of Colorado, USA
Caleb Warren, Universita Commerciale Luigi Bocconi, Italy
We differentiate humorous complaining from its non-humorous counterpart. Three studies reveal that consumers exposed to humorous complaints are more likely to: admire the complainer, enjoy the complaint, and share the complaint. Although humorous complaints had a similar negative effect on brand attitudes, they were more influential in brand choices.
[ to cite ]:
A. Peter McGraw, Christina Kan, and Caleb Warren (2012) ,"Humorous Consumer Complaints", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 834-835.