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Most Humor in Ads Generates Clicks, But What Type Makes Firms Seem Competent and Warm
Most Humor in Ads Generates Clicks, But What Type Makes Firms Seem Competent and Warm
Credits: Jung von Matt for the DHL "Chicken or egg" campaign in December 2008.
Ever wondered why some humoristic ads make you feel positive toward the company showing the ad, while
others do not? The answer, as Chi Hoang, Klemens Knöferle, and Luk Warlop discovered, lies in the type of
humor employed.
The collaboration led to the research article “Using different advertising humor appeals to generate firm-level
warmth and competence impressions” published in the IJRM (In Press). Hoang and colleagues (2023) conducted
two studies, one of which was a large-scale survey with nearly 6,000 participants. Their research shows that the
effects of humor in ads go beyond consumers’ general attitudes toward the ad and the advertised product.
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1/17/24, 3:31 PM Most humor in ads generates clicks, but what type makes firms seem competent and warm?
On a pleasant September afternoon, I had the opportunity to explore this and more in a conversation with the
lead author Chi Hoang.
The spark
The journey of Chi Hoang into the world of humor research began unexpectedly. “It was a scene from the movie
Interstellar that instantly caught my eye,” she recalls. The movie’s main protagonist, Cooper (played by Matthew
McConaughey) fine-tunes the humor setting of a highly intelligent robot and sets it to 75% for optimal
interactions with other astronauts. Much like Cooper, Hoang recognized how fine-tuning humor in
advertising could enhance its impact on consumers.
Hoang, alongside her advisor Klemens, both then at the BI Norwegian Business School, initiated the project,
with Luk joining the team later on.
"Humour is a way to show that you are smart without bragging."- Mark
Twain
Their first study presented participants with definitions of four humor types used in advertising and asked a
series of questions to measure their reactions. They found that a humor type known as incongruity resolution,
which often requires a bit of thought to 'get the joke', significantly enhanced perceptions of a company’s
competence. Think of Amazon’s Super Bowl 2022 ad where Alexa reads Scarlett Johansson’s mind so well that
it starts oversharing in social situations (link here).
On the flip side, a type known as tension relief humor, which typically aims to ease a viewer’s stress or tension,
increases perceptions of a company's warmth. Interestingly, the study also revealed that humor types that
involved making fun of oneself, or others (self/other disparaging) decreased perceptions of a company's
competence and warmth. Think of Mr. Clean’s Super Bowl 2017 ad where sex appeal and playful humor
combine to say at the end You gotta love a man who cleans (link here).
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1/17/24, 3:31 PM Most humor in ads generates clicks, but what type makes firms seem competent and warm?
Hoang emphasizes the delicate balance that companies need to maintain so that the humor strikes the right
chord with their audience.
Their results confirmed earlier findings, showing that the type of humor used in advertising can significantly
impact how consumers perceive the company behind the ad. When ads used a type of humor called incongruity
resolution (remember?), that is, when the joke requires some thought to understand), consumers perceived the
companies as more competent, but only if the humor was well-resolved.
On the other hand, when ads used tension-relief humor (aimed at easing a viewer's stress or tension),
companies were seen as warmer. However, disparaging humor, which involves making fun of oneself or others,
tended to lower perceptions of both competence and warmth. Together, these show how nuances such as the
type of humor deployed in ads can influence important perceptions of the firm itself.
A funny coincidence
In 2018, I was a master’s student, and Chi Hoang was a Ph.D. student, both of us at the BI Norwegian Business
School. Her Qualtrics files were templates for our methods course. So, I guess I probably got a sneak peek into
some of the materials. When I saw her paper published on the IJRM website, it created that warm and fuzzy
feeling. This is me trying to provide “tension relief” without the joke.
Reference
Hoang, C., Knöferle, K., & Warlop, L. (2023). Using different advertising humor appeals to generate firm-level
warmth and competence impressions. International Journal of Research in Marketing, S0167811623000484.
https://doi.org/10.1016/j.ijresmar.2023.08.002
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