Humorous Communication Theory and its Applications in Marketing

8 Pages Posted: 13 Feb 2023

See all articles by Mayukh Mukhopadhyay

Mayukh Mukhopadhyay

Indian Institute of Management (IIM), Indore; Indian Institute of Technology (IIT), Kharagpur - Vinod Gupta School of Management

Date Written: February 10, 2023

Abstract

Purpose: The goal of this article is to understand the rationale of Humorous Communication Theory (HCT) and illustrate its applications in meme marketing, stand-up comedy business, and machine joking.

Design/Methodology/Approach: The approach is based on three steps. First, we do a quick review of the communication theory, where we summarize its main ideas. Second, we link them to different marketing principles and new trends that are important to marketing. Third, we tell the reader how to use the theory by explaining what it does well and where it falls short.

Findings: We find that humor evokes emotion and generates a mental model that catalyzes brand recall during the moment of truth.

Practical Implications: Humorous communication theory finds its relevance in meme marketing, stand-up comedy as an entrepreneurial endeavor, and machine joking.

Originality/Value: Even though HCT have been around for a long time, they are mostly talked about in academic journals. Managers in the real world rarely have access to these information sources. This article is aimed for practitioners to uncover the most important parts of HCT as a modern persuasive tool for marketers to excel in the digital era.

Keywords: Humorous Communication Theory, Memes, Virality, Machine Joking

JEL Classification: M30, M31, M37

Suggested Citation

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

Mayukh Mukhopadhyay (Contact Author)

Indian Institute of Management (IIM), Indore ( email )

Prabandh Sikhar
Rau-Pithampur Road
Indore, Madhya Pradesh 453331
India

HOME PAGE: http://www.iimidr.ac.in

Indian Institute of Technology (IIT), Kharagpur - Vinod Gupta School of Management ( email )

Kharagpur, 721302
India

HOME PAGE: http://member.acm.org/~mukhopadhyaym

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