Humor, Comedy, and Consumer Behavior
整合多学科研究发现，构建了一个理解幽默和喜剧如何帮助或阻碍消费者实现愉悦、决策、健康及关系等目标的框架，为消费者福利研究提供新视角。
Consumers regularly experience humor while buying and using products, procuring services, and engaging in various consumption experiences, whether watching a movie or dining with colleagues. Despite an expansive literature on how humor influences advertisers’ communication goals, far less is known about how humor appreciation and comedy production influence the likelihood of attaining various consumption goals, from experiencing pleasure and making better decisions to staying healthy and building relationships. Drawing on a wide range of findings from multiple disciplines, we develop a framework for understanding and investigating the different ways in which experiencing and creating laughter and amusement help—and sometimes hurt—consumers reach their goals. The framework provides key insights into the nuanced role of humor and comedy in consumer welfare.