Benign Marketing Violations: How and When Humorous Marketing Hurts Brands

Despite humor’s many benefits, pursuing humor in marketing has risky implications for brand attitudes. We show that because humor requires a benign violation, even successful humor attempts can be accompanied by negative affect. Consumers’ negative reactions to benign violations hurt brand attitudes more than perceptions of humor help brand attitudes.



Citation:

Caleb Warren and Peter McGraw (2011) ,"Benign Marketing Violations: How and When Humorous Marketing Hurts Brands ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 436-437.

Authors

Caleb Warren, Bocconi University, Italy
Peter McGraw, University of Colorado, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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