Aha over Haha: Brands benefit more from being clever than from being funny
Publication
, Journal Article
Howe, HS; Zhou, L; Dias, RS; Fitzsimons, GJ
Published in: Journal of Consumer Psychology
January 1, 2023
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.
Duke Scholars
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Published In
Journal of Consumer Psychology
DOI
ISSN
1057-7408
Publication Date
January 1, 2023
Volume
33
Issue
1
Start / End Page
107 / 114
Related Subject Headings
- Marketing
- 5205 Social and personality psychology
- 5201 Applied and developmental psychology
- 3506 Marketing
- 1701 Psychology
- 1505 Marketing
Citation
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Chicago
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MLA
NLM
Howe, H. S., Zhou, L., Dias, R. S., & Fitzsimons, G. J. (2023). Aha over Haha: Brands benefit more from being clever than from being funny. Journal of Consumer Psychology, 33(1), 107–114. https://doi.org/10.1002/jcpy.1307
Howe, H. S., L. Zhou, R. S. Dias, and G. J. Fitzsimons. “Aha over Haha: Brands benefit more from being clever than from being funny.” Journal of Consumer Psychology 33, no. 1 (January 1, 2023): 107–14. https://doi.org/10.1002/jcpy.1307.
Howe HS, Zhou L, Dias RS, Fitzsimons GJ. Aha over Haha: Brands benefit more from being clever than from being funny. Journal of Consumer Psychology. 2023 Jan 1;33(1):107–14.
Howe, H. S., et al. “Aha over Haha: Brands benefit more from being clever than from being funny.” Journal of Consumer Psychology, vol. 33, no. 1, Jan. 2023, pp. 107–14. Scopus, doi:10.1002/jcpy.1307.
Howe HS, Zhou L, Dias RS, Fitzsimons GJ. Aha over Haha: Brands benefit more from being clever than from being funny. Journal of Consumer Psychology. 2023 Jan 1;33(1):107–114.
Published In
Journal of Consumer Psychology
DOI
ISSN
1057-7408
Publication Date
January 1, 2023
Volume
33
Issue
1
Start / End Page
107 / 114
Related Subject Headings
- Marketing
- 5205 Social and personality psychology
- 5201 Applied and developmental psychology
- 3506 Marketing
- 1701 Psychology
- 1505 Marketing