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

dc.contributor.advisor	Sprong, N.
dc.contributor.author	Geer, Sanne van der
dc.date.issued	2018-06-28
dc.description.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.	en_US
dc.identifier.uri	http://theses.ubn.ru.nl/handle/123456789/5916
dc.language.iso	en	en_US
dc.thesis.faculty	Faculteit der Managementwetenschappen	en_US
dc.thesis.specialisation	Marketing	en_US
dc.thesis.studyprogramme	Master Business Administration	en_US
dc.thesis.type	Master	en_US
dc.title	Overcoming negative effects of policy change by humor: in the context of genderneutrality in the fashion industry	en_US

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