Teasing! Can Brands Build Strong Relationships By Making Fun of Their Consumers?

Can consumers handle being teased by a brand? Across five studies, brand teasing is more anthropomorphic than funny or neutral communication which enhances engagement and connection with the brand. When teases are deployed in sensitive domains, perceptions of meanness counteract the effects of anthropomorphism, causing teases to lose their advantage.


Demi Oba, Holly Howe, and Gavan Fitzsimons (2021) ,"Teasing! Can Brands Build Strong Relationships By Making Fun of Their Consumers?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 480-481.


Demi Oba, Duke University
Holly Howe, Duke University
Gavan Fitzsimons, Duke University


NA - Advances in Consumer Research Volume 49 | 2021

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