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.


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.


Hye Jin Yoon, Southern Methodist University, USA
Yongjun Sung, Korea University


NA - Advances in Consumer Research Volume 44 | 2016

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