Aha over Haha: Brands benefit more from being clever than from being funny

Journal Article (Journal Article)

We 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.

Full Text

Duke Authors

Cited Authors

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

Published Date

  • January 1, 2023

Published In

Volume / Issue

  • 33 / 1

Start / End Page

  • 107 - 114

International Standard Serial Number (ISSN)

  • 1057-7408

Digital Object Identifier (DOI)

  • 10.1002/jcpy.1307

Citation Source

  • Scopus