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Humorous Complaining
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Material Type |
Article
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Author(s) |
McGraw, A. Peter (Author)
Warren, Caleb (Author)
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Source Journal Info. |
Title:
Journal of Consumer Research
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Volume/ Issue No.: 2015/FEB V.41 N.5
Call No.:658.8005 JCR Location: Periodicals & References Hall - 2nd floor
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Physical Description |
p 1153-1171
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Subject Area/ Descriptors |
Marketing
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Abstract |
Although complaints document dissatisfaction, some are also humorous. The article introduces the concept of humorous complaining and draws on the benign violation theory—which proposes that humor arises from things that seem simultaneously wrong yet okay—to examine how being humorous helps and hinders complainers. Six studies, which use social media and online reviews as stimuli...
Full Abstract
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Journal:
Journal of Consumer Research
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Issu: 2015/FEB V.41 N.5
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