In today's marketplace, consumers want brands to take a stand on sociopolitical issues.
When brands match activist messaging, purpose, and values with prosocial corporate …

Despite the broad importance of humor, psychologists do not agree on the basic elements
that cause people to experience laughter, amusement, and the perception that something is …

Although humor significantly shapes interpersonal perception and behavior, it historically
has been surprisingly absent from much of the psychology literature. However, there have …

Online virality has attracted the attention of academics and marketers who want to identify
the characteristics of online content that promote sharing. This article adds to this body of …

Across 8 experiments, we demonstrate that humor can influence status, but attempting to
use humor is risky. The successful use of humor can increase status in both new and …

Consumers regularly experience humor while buying and using products, procuring
services, and engaging in various consumption experiences, whether watching a movie or …

During the past two decades, the burgeoning literature on leader humor has documented
various ways that humor enables leadership effectiveness. Yet there are problems of …

Organizational ambidexterity is positively associated with firm performance. Yet, it is difficult
for CEOs to implement ambidextrous strategies as the radical and incremental innovations …

The current research examines the way that observing consumers react when companies
use humor to address online public complaints on social media. Drawing on, first, a field …

An online experiment and a large-scale correlational study show that the effects of a humor
appeal in product advertising go beyond consumers' general attitudes toward the ad and the …