Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/23092
Title: A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule
Authors: Hatzithomas, Leonidas 
Voutsa, Maria C. 
Boutsouki, Christina 
Zotos, Yorgos 
Major Field of Science: Social Sciences
Field Category: Economics and Business
Keywords: Attitude Toward the Ad;Marketing;Advertisers
Issue Date: Aug-2021
Source: Journal of Consumer Behaviour, 2021, vol. 20, no. 4, pp. 923-941
Volume: 20
Issue: 4
Start page: 923
End page: 941
Journal: Journal of Consumer Behaviour 
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.
URI: https://hdl.handle.net/20.500.14279/23092
ISSN: 14791838
DOI: 10.1002/cb.1931
Rights: © Wiley
Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Article
Affiliation : University of Macedonia 
Aristotle University of Thessaloniki 
Publication Type: Peer Reviewed
Appears in Collections:Άρθρα/Articles

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