Aha over Haha: Brands benefit more from being clever than from being funny-Reference-Cited by-同舟云学术

Aha over Haha: Brands benefit more from being clever than from being funny

Published:2022-06 Issue:1 Volume:33 Page:107-114
ISSN:1057-7408
Container-title:Journal of Consumer Psychology
language:en
Short-container-title:J Consum Psychol

Author:

Howe Holly S.¹^ORCID,Zhou Lingrui¹,Dias Rodrigo S.¹^ORCID,Fitzsimons Gavan J.¹

Affiliation:

1. Marketing Department, Fuqua School of Business Duke University Durham NC USA

Publisher

Wiley

Subject

Marketing,Applied Psychology

Link

https://onlinelibrary.wiley.com/doi/pdf/10.1002/jcpy.1307

Reference33 articles.

1. Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant”

2. Ha Ha! Versus Aha! A Direct Comparison of Humor to Nonhumorous Insight for Determining the Neural Correlates of Mirth

3. Beer J. (2017).Meet the agency that turned MoonPie into Twitter's funniest snack cake. Retrieved fromhttps://www.fastcompany.com/40510696/meet‐the‐agency‐that‐turned‐moonpie‐into‐twitters‐funniest‐snack‐cake

4. Pleasures of the Mind: What Makes Jokes and Insight Problems Enjoyable

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