Humor - Humor Caleb Warren Buyer Behavior Fall 2008...

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Humor Caleb Warren Buyer Behavior Fall 2008
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Incongruity Theory Unexpected, unusual or surprising stimuli are funny must be “resolved” e.g. every scene in Family Guy Are all incongruous stimuli funny?
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Motivational Theories Superiority theory Many counterexamples Relief theory Freud has trouble explaining wit and many other forms of humor
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Veatch’s Humor Theory Simultaneous contradictory interpretations Violation (V) Not a violation (NV) Seeing NV requires psychological distance
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Humor in Marketing Advantages Attention Involvement Positive emotions Positive influence on brand attitude Concerns Distraction Individual and cultural differences May offend/upset Even when successful, possible mixed emotions
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Humor and Mixed Emotions Chicken (adapted from Haidt et al. 1993) A man goes to the supermarket once a week and buys a chicken. But before cooking the chicken, he has sexual intercourse with [marinates] it. Then he cooks the chicken and eats it.
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This note was uploaded on 03/18/2009 for the course MKTG 3250 taught by Professor Mcgraw,pet during the Fall '08 term at Colorado.

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Humor - Humor Caleb Warren Buyer Behavior Fall 2008...

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