Creating the Mood For Humor: a Gender Identity Perspective
Mood effects research in humor advertising with a focus on gender identity is non-existent. Two experimental studies found responses to different arousal and valence mood primes in humor advertising to be contingent on the individual’s gender identity. The findings provide implications for theoretical as well as practical contributions.
Citation:
Hye Jin Yoon and Yongjun Sung (2016) ,"Creating the Mood For Humor: a Gender Identity Perspective", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 767-767.
Authors
Hye Jin Yoon, Southern Methodist University, USA
Yongjun Sung, Korea University
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective
Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University
Featured
Parallel practices of visual domination and subversion
Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia
Featured
P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education