Benign Violations: Humor As a Mixed Emotional Experience

A. Peter McGraw, University of Colorado, USA
Caleb Warren , University of Colorado, USA
Humor is frequently pursued by consumers and marketers but is not well understood by consumer researchers. We hypothesize that humor can be a mixed emotional experience. In five studies, we show that humor is aroused by benign violations and benign moral violations can elicit negative emotion as well as amusement.
[ to cite ]:
A. Peter McGraw and Caleb Warren (2011) ,"Benign Violations: Humor As a Mixed Emotional Experience", 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.