Motivations to consume of products which have humor factor: A heuristic analysis

This research conceptualizes humor as another area of consumption, as opposed to extant research which mainly focuses on humor as a mode of communication such as in advertising or other forms of marketing message. Thus this research concentrates on humor and related motivations in the consumption of humor in the form of goods and services. Qualitative research methodology was utilized, where semi-structured in-depth interviews were conducted. Projective techniques were also employed. In-depth interviews were conducted with fifteen participants from different backgrounds. Data was analyzed using open and axial coding procedures with several rounds of data clarification and thematic exploration. Findings of the study support the theoretical framework of the humor consumption theories and it has been found that they have a place in hedonic, symbolic and political consumption. Findings also show that young and educated consumers who have high cultural capital use humor for five objectives, which are "art", "relief", "identity symbol", "communication", and "freedom of expression". In addition, it was shown that "the need for cognition", "society reflection", "absurdity", "sincerity", and "using humor as a means" have positive impact on consumers' choices. Also some sensitive topics, namely, "offense risk" and "low psychological distance", were found to have a huge adverse effect on consumer choices. Additionally the level of closeness and the social context were found to be important factors while making these choices. Keywords: humor, hedonic consumption, symbolic consumption, political consumption, offense