Publications
Publication details [#61810]
Hatzithomas, Leonidas, Christina Boutsouki and Yorgos Zotos. 2016. The role of economic conditions on humor generation and attitude towards humorous TV commercials. Humor 29 (4) : 483–506.
Publication type
Article in journal
Publication language
English
Keywords
Place, Publisher
De Gruyter
Journal WWW
Annotation
An experimental study denotes that the economic context impacts humor production and the link between observed humor and ad attitude (Aa). TV commercials can more efficiently generate humor and positive Aa in a growth than in a downturn context.