Please use this identifier to cite or link to this item: https://ruomo.lib.uom.gr/handle/7000/300
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dc.contributor.authorHatzithomas, Leonidas-
dc.contributor.authorBoutsouki, Christina-
dc.contributor.authorZotos, Yorgos-
dc.date.accessioned2019-10-30T07:57:49Z-
dc.date.available2019-10-30T07:57:49Z-
dc.date.issued2016-
dc.identifier10.1515/humor-2015-0111en_US
dc.identifier.issn0933-1719en_US
dc.identifier.urihttps://doi.org/10.1515/humor-2015-0111en_US
dc.identifier.urihttps://ruomo.lib.uom.gr/handle/7000/300-
dc.description.abstractA 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.en_US
dc.language.isoenen_US
dc.publisherDe Gruyteren_US
dc.sourceHumoren_US
dc.subjectFRASCATI::Social sciences::Economics and Businessen_US
dc.subject.otherHumoren_US
dc.subject.otherAdvertisingen_US
dc.titleThe role of economic conditions on humor generation and attitude towards humorous TV commercialsen_US
dc.typeArticleen_US
dc.contributor.departmentΤμήμα Οργάνωσης & Διοίκησης Επιχειρήσεωνen_US
local.identifier.volume29en_US
local.identifier.issue4en_US
local.identifier.firstpage483en_US
local.identifier.lastpage505en_US
local.identifier.eissn1613-3722en_US
Appears in Collections:Department of Business Administration

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