Please use this identifier to cite or link to this item: https://ruomo.lib.uom.gr/handle/7000/300
Title: The role of economic conditions on humor generation and attitude towards humorous TV commercials
Authors: Hatzithomas, Leonidas
Boutsouki, Christina
Zotos, Yorgos
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business
Keywords: Humor
Advertising
Issue Date: 2016
Publisher: De Gruyter
Source: Humor
Volume: 29
Issue: 4
First Page: 483
Last Page: 505
Abstract: A two-phase experimental study investigates the role of economic conditions on humor generation and on the relationship between perceived humor and attitude toward the ad (Aad). It designates that the economic context affects the generation of humor and the relationship between perceived humor and Aad; TV commercials can more effectively create humor as well as positive Aad in an expansion rather than in a recession. The generation of humor during a recession, requires a combination of high levels of perceived surprise and low levels of perceived irritation. In the same vein, attitude towards a humorous ad, in a recession, increases significantly only when there is high perceived humor and low perceived irritation. Specific managerial and theoretical implications are discussed.
URI: https://doi.org/10.1515/humor-2015-0111
https://ruomo.lib.uom.gr/handle/7000/300
ISSN: 0933-1719
Electronic ISSN: 1613-3722
Other Identifiers: 10.1515/humor-2015-0111
Appears in Collections:Department of Business Administration

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