Wit-Based Humor in Advertising: Brand Coolness in Luxury and Non-Luxury Brands
Document Type
Article
Keywords
wit-based humor; cognitive humor; brand coolness; advertisement; luxury brand
Identifier Data
https://doi.org/10.1080/02650487.2026.2756845
Publisher
Taylor & Francis Online
Publication Source
International Journal of Advertising
Rights Management
Copyright © 2026 Informa UK Limited
Abstract
In three experimental studies, the authors show that wit-based (cognitive) humor enhances consumer perceptions of brands as ‘cool’, leading to increased word-of-mouth and stronger purchase intentions. Findings across experiments testing consumer reactions to advertisements for eyewear, automobiles, and headphones reveal that only non-luxury brands enjoy positive effects from being perceived as cool through the use of wit-based humor ads. The effect is consistent throughout the advertisements for both fictitious Brand X and real brands such as Honda versus BMW. Brand coolness perception is identified as a key mechanism through which humor impacts consumer responses, but perceived brand luxury (i.e. luxury versus non-luxury) largely determines the effectiveness of wit-based humor. Theoretical implications for the study of humor in advertising and practical implications for marketers are discussed.
