Popular Culture Review Vol. 5, No. 1, February 1994 | Page 141

The Shopping Ritual

137

The quantitative sense of humor refers to the number of times a
person laughs and smiles and how easily a person is amused. For
instance, on one QVC program, Jeff Hewson was talking to a woman in
her early twenties and every time Jeff asked her a question she began
to giggle. As a result, Jeff was reduced to laughter and remarked to
the young wonuin that she might have some trouble ordering if she
couldn't stop laughing, so he would just order two of everything in the
show for her. After the call was over, Jeff continually made remarks
about the giggling caller and stated how refreshing it is to talk with
a happy person. Once again, a rapport and interpersonal attraction
was established and possible buyer anxiety was reduced.
A third type of humor is the productive sense which emphasizes
the extent to which people tell funny stories to amuse others. For
example, Kathy Levin often refers to the time when on-air she asked
Richard Sinunons to marry her. She later followed up with pictures
of Richard in a tuxedo kissing her at a party. What she later tells
the audience is that she and Richard just happen to be at a party
together and they invented the story for fun. The viewers love this
type of humor. It is evidenced by the fact that they call in and
humorously ask when the wedding is going to be and where she and
Richard will live. Kathy good-naturedly carries the story further
and then reiterates the story is not true. For these reasons and more
callers and viewers return to QVC for entertainment, value and
quality.
As one might suspect, humor can be seen as a viable component of
sales personalization.
Both attempt to emphasize rapport,
interpersonal attraction, attitudinal similarities and trust. The
buyer is satisfied with the personalized attention, product quality,
and product guarantee. And best of all, the buyer enjoyed the
experience. For example, an older lady living on a fixed income
called, thanking Dan Wheeler for making her Sunday evening an
enjoyable one. She lived alone and Dan allowed her into his home
wMIe at the same time offered her a product she has been looking at
for many months at an affordable price.