Piyush Kumar

University of Georgia

Athens, GA 30602-6254

United States

SCHOLARLY PAPERS

2

DOWNLOADS

154

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (2)

1.

Does Sexual Humor Work on Mars, But Not on Venus? Exploring Consumer Acceptance of Sexually Humorous Advertising by Gendered Brands

Kelley School of Business Research Paper No. 15-40
Number of pages: 23 Posted: 12 Apr 2015
James Mayer, Piyush Kumar and Hye Jin Yoon
Indiana University - Kelley School of Business, University of Georgia and Southern Methodist University (SMU)
Downloads 118 (278,853)

Abstract:

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2.

Contingent Effects of Humor Type and Cognitive Style on Consumer Attitudes

Mayer, Mark, Piyush Kumar & Plamen Peev, “Contingent Effects of Humor Type and Cognitive Style on Consumer Attitudes,” Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Vol. 12, 472-483. Forthcoming
Number of pages: 12 Posted: 20 Nov 2014
James Mayer, Plamen Peev and Piyush Kumar
Indiana University - Kelley School of Business, Towson University and University of Georgia
Downloads 36 (516,313)

Abstract:

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Humor, Cognitive Processing, Attitude Formation, Humor Type