K13. When Does Humor Increase Sharing?
Are consumers more likely to share content (stories, social media posts, etc.) when it is humorous? Not always. Although adding humor increases the likelihood that consumers share negative content (e.g., embarrassing stories, complaints, etc.), adding humor does not increase the likelihood of sharing positive content (e.g., happy stories, praise, etc.).
John Yi and Caleb Warren (2018) ,"K13. When Does Humor Increase Sharing?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 963-963.
John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA
NA - Advances in Consumer Research Volume 46 | 2018
Data-Driven Computational Brand Perception
Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA
Psychological Reactions to Human Versus Robotic Job Replacement
Armin Granulo, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
The Impostor Syndrome from Luxury Consumption
Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA