Beyond Funny Ads: Empirical and Theoretical Insights Into Humorous Consumption and Marketing

Caleb Warren, Texas A&M University, USA
A. Peter McGraw, University of Colorado, USA
The marketing literature has emphasized humor’s importance for advertising, overlooking its role in other consumption-related and marketing contexts, such as placement and pricing decisions. We find that consumers share humorous content because it generates positive affect, but judge marketers’ humorous attempts harshly because they feature negative affect inducing violations.
[ to cite ]:
Caleb Warren and A. Peter McGraw (2014) ,"Beyond Funny Ads: Empirical and Theoretical Insights Into Humorous Consumption and Marketing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 70-75.