Make a Funny: Humor Production and the Benign Violation Theory

Bridget Leonard, University of Colorado, USA
Caleb Warren, University of Colorado, USA
A. Peter McGraw, University of Colorado, USA
Understanding how to create humor is important for marketing communication and product innovation. We compare the ability of three general theories of humor to facilitate humor production. Marketing students created funnier advertisement headlines after learning the benign violation theory of humor than after learning incongruity theory or superiority theory.
[ to cite ]:
Bridget Leonard, Caleb Warren, and A. Peter McGraw (2011) ,"Make a Funny: Humor Production and the Benign Violation Theory", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.