Just Teasin': Why Poking Fun At Consumers Makes Brands Feel More Human

Can consumers handle being teased by a brand? Across three experiments (on three different advertising platforms), brands who tease consumers are consistently shown to be more anthropomorphic than purely funny or serious brands. We demonstrate that this anthropomorphism has positive downstream consequences for brand liking and self-brand connection.


Demi Oba and Holly S Howe (2020) ,"Just Teasin': Why Poking Fun At Consumers Makes Brands Feel More Human", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1185-1185.


Demi Oba, Duke University, USA
Holly S Howe, Duke University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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