Beyond Funny Ads: Empirical and Theoretical Insights Into Humorous Consumption and Marketing
The marketing literature has emphasized humor’s importance for advertising, overlooking its role in other consumption-related and marketing contexts, such as placement and pricing decisions. We find that consumers share humorous content because it generates positive affect, but judge marketers’ humorous attempts harshly because they feature negative affect inducing violations.
Caleb Warren and A. Peter McGraw (2014) ,"Beyond Funny Ads: Empirical and Theoretical Insights Into Humorous Consumption and Marketing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 70-75.
Caleb Warren, Texas A&M University, USA
A. Peter McGraw, University of Colorado, USA
NA - Advances in Consumer Research Volume 42 | 2014
K13. When Does Humor Increase Sharing?
John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA
From Novice to Know-it-All: How Google-Based Financial Learning Affects Financial Confidence and Decisions
Adrian Ward, University of Texas at Austin, USA
Tito L. H. Grillo, University of Texas at Austin, USA
Philip M. Fernbach, University of Colorado, USA
The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had
Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA