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
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