Humor Use in Response to Negative Publicity

The use of humor inĀ  brands' social media communication has become prevalent. This research explores the effectiveness of humor in responding to negative feedback on social media and the underlying mechanism of perceived norm violations. The results provide important implications for the brands managing customer relationships online.


Ying Yu, Li Huang, Ping Qing, and Tong Chen (2021) ,"Humor Use in Response to Negative Publicity", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 898-898.


Ying Yu, Huazhong agricultural university
Li Huang, Hofstra University
Ping Qing, Huazhong agricultural university
Tong Chen, Huazhong agricultural university


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving

Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA

Read More


Out of Your League: Women’s Luxury Products as Signals to Men

Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University

Read More


Is CSR for Sale? Investigating the Effects of Acquisition of Socially Responsible Brands on CSR Perceptions

Bianca Grohmann, Concordia University, Canada
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.