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
Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism
Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada
M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation
Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited
Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources
Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA