Contributors

Can brands really strengthen customer relationships by making fun of their customers? New research shows that playful teasing can humanize a brand, making it feel more like a friend and strengthening consumer connection—but mean-spirited teasing can quickly have the opposite effect. For relationship-driven industries like real estate, the findings highlight how the right kind of humor can build warmth, personality, and trust.

Humor has been a popular marketing strategy throughout the years. In our research, we argue that if a brand wants to use humor, they benefit more from using clever humor versus merely being funny. When a brand uses clever humor, it is better able to connect with the audience, which can lead to more positive brand attitudes and greater brand engagement.