Please use this identifier to cite or link to this item:
|A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule
Voutsa, Maria C.
|FRASCATI::Social sciences::Economics and Business::Business and Management
FRASCATI::Social sciences::Psychology::Psychology (including: human-machine relations)
Disposition toward ridicule
|Taylor & Francis
|Journal of Consumer Behaviour
|Special Issue: Contemporary Personality Perspectives in Consumer Behaviour
|The present paper adopts and substantiates a superiority–inferiority hypothesis on disparagement humor generation and appreciation. Two between-subjects (identification with a character acting as victimizer or victim) experiments address disparaging humorous advertising effectiveness, providing a novel perspective on very old questions. Perceived superiority and inferiority autonomously mediate the relationship between a disparaging advertisement and perceived humorousness. Individuals with high superiority motivation (i.e., high-katagelasticists) experience increased humorousness and an improved attitude toward the brand when they identify with a character acting as victimizer in the disparaging ad. People with a motivation to avoid inferiority (i.e., high-gelotophobes) experience reduced humorousness and lower positive attitudes toward the brand when they identify with a character who is victimized in the disparaging ad. Gelotophiles are not driven by feelings of superiority or inferiority and experience increased humorousness as well as more positive brand attitudes irrespective of the ad's victimization focus.
|Appears in Collections:
|Department of Business Administration
Files in This Item:
|Hatzithomas Voutsa Boutsouki Zotos
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.