Humor Makes Consumers More Likely to Share Negative Content, But Not Positive Content

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.).



Citation:

John J Yi, Caleb Warren, and Jonah Berger (2020) ,"Humor Makes Consumers More Likely to Share Negative Content, But Not Positive Content", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 930-935.

Authors

John J Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA
Jonah Berger, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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