Abstract
This study examined gender’s effects on attitudes and tendencies to share online ads containing comedic violence. The results show that males enjoyed comedic violence more than females, when the perpetrator of the comedic violence was male, regardless of the victim’s sex; and, when the perpetrator and victim were both female. When the perpetrator and victim were of different sexes, the impact of attitudes toward comedic violence on sharing the ad varied by gender. However, when the victim and perpetrator were of the same sex, there was no significant gender difference in the effects of attitudes toward sharing the ad.
Acknowledgments
We acknowledge, with much appreciation, Middlesex University’s Business School Research Facilitation Funding (2018) for the data collection.
Disclosure statement
No potential conflict of interest was reported by the author(s).