5-N: Take It Humorously: Effects of Humorous Rebuttals to Negative Attacks

Hsuan-Yi Chou, National Sun Yat-sen University, Taiwan
Xing-Yu Chu, National Sun Yat-sen University, Taiwan
Ching Chin, National Sun Yat-sen University, Taiwan
Response to election attacks might have a greater impact on the effects of the attack and on voters’ evaluations of both candidates. However, this issue is under-researched. This study analyzes the relative effects of different rebuttal strategies, and demonstrates the moderation of the responding candidate gender and negative attack type.
[ to cite ]:
Hsuan-Yi Chou, Xing-Yu Chu, and Ching Chin (2017) ,"5-N: Take It Humorously: Effects of Humorous Rebuttals to Negative Attacks", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1021-1021.