Superiority Theory and Disparagement Humor: the role of gelotophobia, gelotophilia and katagelasticism

Abstract

The superiority theory suggests that individuals exhibit greater appreciation for disparagement humor, when they identify with the “victimizer” rather than the “victim” of humor. This study builds on the superiority theory by exploring the effect of gelotophilia, gelotophobia and katagelasticism and on attitude toward the ad, at different levels of identification with the disparaged or disparaging advertising character. The results appear to be in line with superiority theory, in the case of katagelasticists. Gelotophiles seem to have a positive attitude toward the ad regardless of identification, and gelotophobes never form a positive attitude toward the ad.