To humor or not humor buyers? Evaluating the effective use of humor in B2B advertisements

Humor is commonly used in advertising and is an effective tactic. However, many B2B marketers are hesitant to incorporate it into their campaigns. Building on the humor literature and B2B advertising communication theory, this research reports the results of four experimental studies (total n = 305) examining related and unrelated humor, various humor types (incongruity, superiority, arousal-safety), and different B2B buying scenarios. The results suggest that humor is an effective technique as it increases attitudes towards advertisements (Aad) and brands (Ab) however, it is less effective in increasing Aad and Ab when buyers find it unrelated to the product or if they have an established relationship with the vendor. Humor works well in elevating Aad and Ab when buyers have sufficient time to make decisions. A serial mediation indicates that perceived humor impacts intentions to seek additional information via attitudinal change, specifically the path from the Aad to Ab.