Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/9328
DC FieldValueLanguage
dc.contributor.authorHatzithomas, Leonidas-
dc.contributor.authorBoutsouki, Christina-
dc.contributor.authorZotos, Yorgos-
dc.contributor.otherΖώτος, Γιώργος-
dc.date.accessioned2017-01-31T12:21:06Z-
dc.date.available2017-01-31T12:21:06Z-
dc.date.issued2016-10-01-
dc.identifier.citationHumor, 2016, vol. 29, no. 4, pp. 483-505en_US
dc.identifier.issn09331719-
dc.identifier.urihttps://hdl.handle.net/20.500.14279/9328-
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.formatpdfen_US
dc.language.isoenen_US
dc.relation.ispartofHumoren_US
dc.rights© Walter de Gruyteren_US
dc.subjectEconomic conditionsen_US
dc.subjectGreeceen_US
dc.subjectHumorous advertisingen_US
dc.subjectIrritationen_US
dc.subjectSurpriseen_US
dc.titleThe role of economic conditions on humor generation and attitude towards humorous TV commercialsen_US
dc.typeArticleen_US
dc.doi10.1515/humor-2015-0111en_US
dc.collaborationUniversity of Macedoniaen_US
dc.collaborationAristotle University of Thessalonikien_US
dc.collaborationCyprus University of Technologyen_US
dc.subject.categoryMedia and Communicationsen_US
dc.journalsHybrid Open Accessen_US
dc.countryGreeceen_US
dc.countryCyprusen_US
dc.subject.fieldSocial Sciencesen_US
dc.publicationPeer Revieweden_US
dc.identifier.doi10.1515/humor-2015-0111en_US
dc.relation.issue4en_US
dc.relation.volume29en_US
cut.common.academicyear2016-2017en_US
dc.identifier.spage483en_US
dc.identifier.epage505en_US
item.fulltextNo Fulltext-
item.openairecristypehttp://purl.org/coar/resource_type/c_6501-
item.openairetypearticle-
item.grantfulltextnone-
item.languageiso639-1en-
item.cerifentitytypePublications-
crisitem.journal.journalissn1613-3722-
crisitem.journal.publisherDe Gruyter Mouton-
crisitem.author.deptDepartment of Communication and Internet Studies-
crisitem.author.facultyFaculty of Communication and Media Studies-
crisitem.author.orcid0000-0002-1478-725X-
crisitem.author.parentorgFaculty of Communication and Media Studies-
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