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https://ruomo.lib.uom.gr/handle/7000/1491
Πλήρης εγγραφή μεταδεδομένων
Πεδίο DC | Τιμή | Γλώσσα |
---|---|---|
dc.contributor.author | Hatzithomas, Leonidas | - |
dc.contributor.author | Voutsa, Maria C. | - |
dc.contributor.author | Boutsouki, Christina | - |
dc.contributor.author | Zotos, Yorgos | - |
dc.date.accessioned | 2022-10-09T06:51:48Z | - |
dc.date.available | 2022-10-09T06:51:48Z | - |
dc.date.issued | 2021 | - |
dc.identifier | 10.1002/cb.1931 | en_US |
dc.identifier.issn | 1472-0817 | en_US |
dc.identifier.issn | 1479-1838 | en_US |
dc.identifier.uri | https://doi.org/10.1002/cb.1931 | en_US |
dc.identifier.uri | https://ruomo.lib.uom.gr/handle/7000/1491 | - |
dc.description.abstract | 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. | en_US |
dc.language.iso | en | en_US |
dc.publisher | Taylor & Francis | en_US |
dc.source | Journal of Consumer Behaviour | en_US |
dc.subject | FRASCATI::Social sciences::Economics and Business::Business and Management | en_US |
dc.subject | FRASCATI::Social sciences::Psychology::Psychology (including: human-machine relations) | en_US |
dc.subject.other | Humor | en_US |
dc.subject.other | Advertising | en_US |
dc.subject.other | Disposition toward ridicule | en_US |
dc.subject.other | Experiment | en_US |
dc.title | A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule | en_US |
dc.type | Article | en_US |
dc.contributor.department | Τμήμα Οργάνωσης & Διοίκησης Επιχειρήσεων | en_US |
local.identifier.volume | 20 | en_US |
local.identifier.issue | 4 | en_US |
local.identifier.firstpage | 923 | en_US |
local.identifier.lastpage | 941 | en_US |
local.identifier.volumetitle | Special Issue: Contemporary Personality Perspectives in Consumer Behaviour | en_US |
Εμφανίζεται στις Συλλογές: | Τμήμα Οργάνωσης & Διοίκησης Επιχειρήσεων |
Αρχεία σε αυτό το Τεκμήριο:
Αρχείο | Περιγραφή | Μέγεθος | Μορφότυπος | |
---|---|---|---|---|
Superiority-Inferiority Hypothesis.pdf | Hatzithomas Voutsa Boutsouki Zotos | 299,09 kB | Adobe PDF | Προβολή/Ανοιγμα |
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