...Hyunju Shin; Lindsay R.L. Larson Purpose Displaying a sense of humour provides various interpersonal benefits including reducing tension and promoting conflict resolution, but should a firm use humour in response to publicly viewable online customer complaints after a service failure? The purpose...

...Joshua D. Newton; Jimmy Wong; Fiona Joy Newton Purpose While the potential benefits of integrating humour into advertisements are widely understood, the reasons why these effects emerge are not. Drawing on literature about the impact of psychological feelings of power, this research aims...

...Barbara B. Stern Defines the construct of “comedy” in electronic advertisements, using drama theory to derive a taxonomy of comedic types. Summarizes the controversies that form the background of humour research and proposes a revision in terminology that distinguishes the stimulus (called “comedy...