On Second Thought, It Is Not So Funny: Gender Differences in Emotional Reactivity and Emotional Regulation in Violent-Humorous Ads

Akshaya Vijayalakshmi, University of South Dakota, USA
Meng-Hsien(Jenny) Lin, California State University, Monterey Bay, USA
Melika Kordrostami, Iowa State University, USA
Previous research has found gender differences in responses to violent-humorous commercials. We find that the varied responses are due to differences in emotional reactivity that genders experience i.e. women experience more negative affect. We recommend two different cognitive appraisal strategies for each gender that up- and down- regulate emotions.
[ to cite ]:
Akshaya Vijayalakshmi, Meng-Hsien(Jenny) Lin, and Melika Kordrostami (2015) ,"On Second Thought, It Is Not So Funny: Gender Differences in Emotional Reactivity and Emotional Regulation in Violent-Humorous Ads", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 811-811.