Humorous Communication Theory and its Applications in Marketing

What makes us laugh? And more importantly, how can humor shape the way we think about brands, marketing, and even artificial intelligence? In today’s episode, we’re diving into the fascinating world of Humorous Communication Theory (HCT). We’ll break down the basics—what is HCT, and how does it really work? Then, we’ll connect the dots between this theory and some of the hottest trends in marketing today: from meme culture to stand-up comedy as a business, and yes—even machines learning to tell jokes. Along the way, we’ll explore how humor sparks emotion, creates mental shortcuts, and helps brands stick in your mind when it matters most. But here’s the twist: while HCT has been sitting in academic journals for years, it’s rarely put into practice by marketers. Could humor be the secret sauce to unlock a new level of marketing success in the digital age? And if so, are you ready to laugh your way to better business? Reference Mukhopadhyay, Mayukh, Humorous Communication Theory and its Applications in Marketing (February 10, 2023). Available at SSRN: https://ssrn.com/abstract=4353751 or http://dx.doi.org/10.2139/ssrn.4353751