DETERMINANTS AND SIGNIFICANCE OF HUMOR STYLES: THE IDENTITY CONTROL THEORY PERSPECTIVE

Ivana Kursan Milakovic () and Marija Milavic ()
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Ivana Kursan Milakovic: University of Split
Marija Milavic: University of Split

Economic Thought and Practice, 2021, vol. 30, issue 2, 341-366

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.

Keywords: humor styles; conformity; innovativeness; uniqueness; purchase intention; identity control theory (search for similar items in EconPapers)
JEL-codes: D10 D91 (search for similar items in EconPapers)
Date: 2021
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DOI: 10.17818/EMIP/2021/2.2

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