Contributors
Articles by Oba, Demi
Oba, Demi; Howe, Holly S.; Fitzsimons, Gavin J.
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.
