Aha over Haha: Brands benefit more from being clever than from being funny Journal Article uri icon

Overview

abstract

  • AbstractWe examine whether the cleverness of a brand's humor attempt affects consumers' brand attitudes and engagement. A clever humor attempt is any humor attempt wherein the consumer feels she must make mental connections to solve the joke (e.g., understand a cultural reference, understand the dual meaning of a pun). Across five studies, we demonstrate that as the cleverness of a humor attempt increases, consumers report higher brand attitudes and are more engaged with the brand. This effect is mediated by perceptions of brand warmth and competence and moderated by consumers' need for cognition.

publication date

  • January 1, 2023

has restriction

  • closed

Date in CU Experts

  • December 4, 2024 1:19 AM

Full Author List

  • Howe HS; Zhou L; Dias RS; Fitzsimons GJ

author count

  • 4

Other Profiles

International Standard Serial Number (ISSN)

  • 1057-7408

Electronic International Standard Serial Number (EISSN)

  • 1532-7663

Additional Document Info

start page

  • 107

end page

  • 114

volume

  • 33

issue

  • 1