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138 Popular Culture Review Callers often say that they rely on QVC for quality and the best price. That indeed is the QVC motto—Quality, Value and Convenience. The persuasive strategies used by the on-air hosts ensure that the buyers feel that they are receiving a credible service and product. Hosts also attempt to make the buying experience pleasant and enjoyable for the buyer. Perhaps this is why buyers return to QVC and why people joyfully enter the electronic shopping ritual. SUNY at Geneseo University of Northern Iowa Dr. Rosanne L. Hartman Dr. Gayle Pohl Works Cited Barnett, G.A. "Communication and Organizational Culture," Handbook of Organizational Communication, Gerald M. Goldhaber & George A. Barnett, editors. Norwood, NJ: Ablex Publishing, 1988. Deal, T.E. & Kennedy, A.A. Corporate Cultures: The Rites and Rituals of Corporate Life. Reading, MA: Addison Wesley, 1982. Derks, P. & Berkowitz, J. "Some Determinants of Attitudes of a Joker." Humor: Intematiorud Journal of Humor Research. Volume 2,1989. Dorfman, D. "Overnight Sensation." New York Magazine, June 1986. Geist, C. D. & Nachbar, J. Introduction: "What is Popular Culture?." The Popular Culture R/eader. Christopher Geist & Jack Nachbar, editors. Bowling Green, OH: Bowling Green Popular Press, 1983. Graham, E.E., Papa, M.J. & Brooks, G.P. "Functions of Humor in Conversation: Conceptualization and Measurement." Western Journal of Communication. Volume 56,1992. Graham, E.E. & Rubin, R.B. "The Involvement of Humor in the Development of Social Relationships." Paper presented at the Speech Conununication Association. Boston, MA, 1987. Gumpert, G. & Drucker, S. J. "From the Agora to the Electronic Shopping Mall." Critical Studies in Moss Communication. Volume 9,1992. McGhee, P.E. Humor, Its Origin and Development. San Francisco, CA: W.H. Freeman, 1979. Mohan, Mary Leslie. 'To Cajole or Threaten: Communicator Style Differences on Shopping Networks." Paper presented at the New York State Communication Association annual conference. Ellenville, NY: October 1992. Pohl, G.M. & Hartman, R. L. "Anxiety and QVC: How to Buy and Feel Good." Paper presented at the New York State Communication Association annual conference. Ellenville, NY: October, 1992. "Why Do People Watch QVC." West Chester, PA: QVC Network, Inc, 1990. Wocd, J.T. "Communication and Relational Culture: Basis for the Study of Human Relationships." Communication Quarterly. Volume 30,1982.