Please use this identifier to cite or link to this item: https://ruomo.lib.uom.gr/handle/7000/1491
Full metadata record
DC FieldValueLanguage
dc.contributor.authorHatzithomas, Leonidas-
dc.contributor.authorVoutsa, Maria C.-
dc.contributor.authorBoutsouki, Christina-
dc.contributor.authorZotos, Yorgos-
dc.date.accessioned2022-10-09T06:51:48Z-
dc.date.available2022-10-09T06:51:48Z-
dc.date.issued2021-
dc.identifier10.1002/cb.1931en_US
dc.identifier.issn1472-0817en_US
dc.identifier.issn1479-1838en_US
dc.identifier.urihttps://doi.org/10.1002/cb.1931en_US
dc.identifier.urihttps://ruomo.lib.uom.gr/handle/7000/1491-
dc.description.abstractThe 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.isoenen_US
dc.publisherTaylor & Francisen_US
dc.sourceJournal of Consumer Behaviouren_US
dc.subjectFRASCATI::Social sciences::Economics and Business::Business and Managementen_US
dc.subjectFRASCATI::Social sciences::Psychology::Psychology (including: human-machine relations)en_US
dc.subject.otherHumoren_US
dc.subject.otherAdvertisingen_US
dc.subject.otherDisposition toward ridiculeen_US
dc.subject.otherExperimenten_US
dc.titleA superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridiculeen_US
dc.typeArticleen_US
dc.contributor.departmentΤμήμα Οργάνωσης & Διοίκησης Επιχειρήσεωνen_US
local.identifier.volume20en_US
local.identifier.issue4en_US
local.identifier.firstpage923en_US
local.identifier.lastpage941en_US
local.identifier.volumetitleSpecial Issue: Contemporary Personality Perspectives in Consumer Behaviouren_US
Appears in Collections:Department of Business Administration

Files in This Item:
File Description SizeFormat 
Superiority-Inferiority Hypothesis.pdfHatzithomas Voutsa Boutsouki Zotos299,09 kBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.