Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/23195
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Voutsa, Maria C. | - |
dc.contributor.author | Hatzithomas, Leonidas | - |
dc.contributor.author | Boutsouki, Christina | - |
dc.contributor.author | Zotos, Yorgos | - |
dc.date.accessioned | 2021-10-06T10:35:16Z | - |
dc.date.available | 2021-10-06T10:35:16Z | - |
dc.date.issued | 2016-07 | - |
dc.identifier.citation | 15th International Conference on Research in Advertising, 2016, 30 June - 2 July, Ljubljana, Slovenia | en_US |
dc.identifier.uri | https://hdl.handle.net/20.500.14279/23195 | - |
dc.description.abstract | The superiority theory supports that the relationship between disparagement humor and perceived humorousness is positive only when identification with the disparaged advertising character is low. The present study elaborates on the superiority theory and tests the interaction effect between disparagement humor, character identification and gelotophilia on attitude toward the ad (Aad) and the brand (Ab). A laboratory experiment indicates that the higher the character identification and the higher (lower) gelotophilia, the more positive (negative) Aad and Ab become, when an advertisement includes disparagement humor compared to non-disparaging appeals. In the case of katagelasticism, a similar interaction effect between disparagement humor and character similarity (an early stage of identification) was found. | en_US |
dc.format | en_US | |
dc.language.iso | en | en_US |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | Superiority theory | en_US |
dc.subject | Disparagement humor | en_US |
dc.subject | Gelotophilia | en_US |
dc.title | How funny is it? Gelotophilia, Katagelasticism and Disparagement Humor | en_US |
dc.type | Conference Papers | en_US |
dc.collaboration | Aristotle University of Thessaloniki | en_US |
dc.collaboration | University of Macedonia | en_US |
dc.collaboration | Cyprus University of Technology | en_US |
dc.subject.category | Economics and Business | en_US |
dc.country | Greece | en_US |
dc.country | Cyprus | en_US |
dc.subject.field | Social Sciences | en_US |
dc.publication | Peer Reviewed | en_US |
dc.relation.conference | International Conference on Research in Advertising | en_US |
cut.common.academicyear | 2015-2016 | en_US |
item.fulltext | No Fulltext | - |
item.cerifentitytype | Publications | - |
item.grantfulltext | none | - |
item.openairecristype | http://purl.org/coar/resource_type/c_c94f | - |
item.openairetype | conferenceObject | - |
item.languageiso639-1 | en | - |
crisitem.author.dept | Department of Communication and Marketing | - |
crisitem.author.dept | Department of Communication and Internet Studies | - |
crisitem.author.faculty | Faculty of Communication and Media Studies | - |
crisitem.author.faculty | Faculty of Communication and Media Studies | - |
crisitem.author.orcid | 0000-0001-7889-3804 | - |
crisitem.author.parentorg | Faculty of Communication and Media Studies | - |
crisitem.author.parentorg | Faculty of Communication and Media Studies | - |
Appears in Collections: | Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation |
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