Overcoming negative effects of policy change by humor: in the context of genderneutrality in the fashion industry

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2018-06-28
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en
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Abstract
This study investigates the influence of humor in organizational messages that announce a policy change in the context of norms and values to gender neutrality. Humor might be effective to reduce perceived tension by consumers in order to overcome firestorms on social media, negative attitudes towards the organization and purchase resistance. There is conducted an experimental survey in which participants were shown the original message of a case and a humorous manipulation of that same case. In order to analyze the results, ANOVA’s and Partial Least Squares analyses are conducted. It is found that gender plays an important role in the relationships between the variables, but there seems no direct or indirect effect of humor on purchase intentions.
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Faculteit der Managementwetenschappen
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