Summary: Researchers report that humor can improve certain outcomes, but its effectiveness depends on the goals you are trying to reach.
Source: University of Arizona.
Can Laughter Improve Our Lives?
Why do humorous dating profiles get more right swipes? Can being funny help solve problems? Is laughter really the best medicine?
Humor and a satisfying life are often linked. Funny people can appear more at ease, more sociable, and more memorable. Business leaders and self-help authors frequently recommend using humor to improve workplace performance and social influence. Even cultural sources praise humor as a tool for overcoming challenges, strengthening relationships, and supporting mental well-being.
What the Research Shows
A recent paper titled Humor, Comedy, and Consumer Behavior, authored by Caleb Warren (University of Arizona), Adam Barsky (University of Melbourne), and A. Peter McGraw (University of Colorado), synthesizes findings from psychology, management, linguistics, anthropology, medicine, and neuroscience to clarify when humor helps—and when it can backfire.
The authors classify consumer goals into three broad categories that determine whether humor will be beneficial:
- Hedonic goals: seeking pleasure and avoiding pain (for example, maximizing enjoyment while watching a movie or dining out).
- Utilitarian goals: optimizing long-term outcomes and practical concerns (for example, making better decisions, staying healthy, or improving performance).
- Social goals: building rapport, getting along with others, and creating favorable impressions.
How Humor Appreciation Works
Appreciating humor—experiencing amusement and laughter—tends to enhance hedonic and social outcomes. Enjoying a funny movie or sharing a laugh with friends can make positive experiences feel richer and reduce the discomfort of negative experiences, such as waiting in line or facing a difficult task. Shared laughter also acts as social glue: it helps people bond, smooth awkward interactions, and enhance social connection.
However, the benefits of humor appreciation are not universal. While laughter can foster creativity and alleviate some emotional distress, it may also reduce carefulness and lead to more risk-taking or less precise decision-making. Similarly, humor can help with emotional recovery—easing anxiety or lifting mood—but there is limited evidence that it directly improves outcomes for serious medical conditions such as cancer or immune-related illnesses.
When Producing Comedy Helps—and When It Hurts
Trying to make others laugh—comedy production—can be an effective tactic in many situations, but its success depends on context, content, and audience reaction. A well-timed joke can capture attention, defuse tension, and increase likability. At the same time, attempts at humor can undermine credibility or make a message seem less serious if the joke is poorly matched to the situation.
The paper emphasizes two practical points about producing comedy:
- The type of humor matters. Light, inclusive jokes (for example, puns, observational quips, or benign remarks about everyday topics) are more likely to foster connection and ease difficult interactions than teasing, mean-spirited, or insulting humor.
- Audience response matters. Even the best-crafted joke will fail to help if it does not elicit laughter or if it offends the audience. Successful humor requires sensitivity to audience expectations and the social context.
Practical Implications for Consumers and Professionals
For marketers, customer-service professionals, and everyday communicators, the framework proposed by the researchers offers guidance on when to use humor to advance specific goals. Use humor when the objective is to enhance enjoyment, create social bonds, or attract attention. Avoid relying on humor when the primary goal is careful deliberation, risk management, or conveying a grave or technical message where seriousness improves trust and performance.
In short, humor is a versatile tool: powerful when deployed for pleasure and social connection, but potentially counterproductive when the goal is precise, utilitarian decision-making.
About This Research
Title: Humor, Comedy, and Consumer Behavior
Authors: Caleb Warren, Adam Barsky, A. Peter McGraw
Source: University of Arizona reporting on research published in the Journal of Consumer Research.
Publication Date: March 6, 2018 (journal publication)
DOI: 10.1093/jcr/ucy015
Abstract
Consumers frequently encounter humor while buying and using products, receiving services, and participating in consumption experiences. Although much research has focused on humor in advertising, less is known about how experiencing or creating humor influences a broader set of consumer goals—from enjoying pleasurable experiences and forming social bonds to making better decisions and maintaining health. Drawing on a wide range of interdisciplinary findings, the authors develop a framework that explains how laughter and amusement can help—and sometimes hinder—consumers in reaching different goals. This framework highlights the nuanced role of humor and comedy in consumer welfare and suggests directions for future research and practical application.
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