Humorous Consumption

Caleb Warren, Bocconi University, Italy
A. Peter McGraw, University of Colorado, USA
Humor is an important but overlooked topic in consumer research. We explore the antecedents of humor by empirically comparing the ability of humor theories to explain perceptions of humor across a range of consumption experiences, including YouTube videos, sports plays, products, and everyday events.
[ to cite ]:
Caleb Warren and A. Peter McGraw (2013) ,"Humorous Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.