The Psychophysics of Humor

A. Peter McGraw, University of Colorado, USA
Lawrence Williams, University of Colorado, USA
Caleb Warren, Bocconi University, Italy
Psychological distance is an important factor in triumphing over tragedy, first through humor and next through irrelevance. A longitudinal study of humorous reactions to Hurricane Sandy reveals a sweet spot to comedy. Humorous responses rise and subsequently fall with time - a pattern predicted uniquely by the benign violation theory.
[ to cite ]:
A. Peter McGraw, Lawrence Williams, and Caleb Warren (2013) ,"The Psychophysics of Humor", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.