IDEAS home Printed from https://ideas.repec.org/a/avo/emipdu/v30y2021i2p341-366.html
   My bibliography  Save this article

Determinants And Significance Of Humor Styles: The Identity Control Theory Perspective

Author

Listed:
  • Ivana Kursan Milakovic

    (University of Split)

  • Marija Milavic

    (University of Split)

Abstract

The main purpose of this paper is to research positive (affiliative and self-enhancing) and negative (aggressive and self-defeating) humor styles, their identity determinants (demographics, conformity, innovativeness, uniqueness) as predictors, and purchase intention as an outcome by utilizing the identity control theory. Research was conducted on the convenience sample of 254 respondents whereas data was analyzed using regression analyses. The results show that the gender impacts the aggressive humor style, whereas age influences mainly aggressive and self-defeating humor styles. Furthermore, consumer conformity negatively impacts affiliative and positively aggressive and self-defeating humor styles. Consumer innovativeness positively affects the aggressive humor style, while the consumer uniqueness positively influences self-enhancing and self-defeating humor styles. Lastly, positive and negative humor styles, solely self-enhancing and aggressive humor styles positively impact the purchase intention. Researched constructs and relationships represent novel findings particularly within the context of identity control theory and provide valuable scientific and managerial implications.

Suggested Citation

  • Ivana Kursan Milakovic & Marija Milavic, 2021. "Determinants And Significance Of Humor Styles: The Identity Control Theory Perspective," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 30(2), pages 341-366, december.
    • Handle: RePEc:avo:emipdu:v:30:y:2021:i:2:p:341-366
    DOI: 10.17818/EMIP/2021/2.2
    as

    Download full text from publisher

    File URL: https://hrcak.srce.hr/file/387823
    Download Restriction: no
    File URL: https://libkey.io/10.17818/EMIP/2021/2.2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    humor styles; conformity; innovativeness; uniqueness; purchase intention; identity control theory;
    All these keywords.

    JEL classification:

    • D10 - Microeconomics - - Household Behavior - - - General
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:avo:emipdu:v:30:y:2021:i:2:p:341-366. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nebojsa Stojcic (email available below). General contact details of provider: https://edirc.repec.org/data/oedubhr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.