The Roles of Appropriateness and Relevance in Determining Reactions to Humor in Frontline Service Encounters

J. Mark Mayer, Kelley School of Business, Indiana University, USA
Michelle Roehm, Babcock Graduate School of Management, Wake Forest University, USA
Michael Brady, College of Business, Florida State University, USA
We investigate consumer reactions to humor delivered in a service encounter. Our experimental findings indicate that customer reactions vary, depending on whether humor is perceived as appropriate and/or relevant, and the availability of cognitive resources. Additional research opportunities at the intersection of humor and services are discussed.
[ to cite ]:
J. Mark Mayer, Michelle Roehm, and Michael Brady (2013) ,"The Roles of Appropriateness and Relevance in Determining Reactions to Humor in Frontline Service Encounters", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.