Aha over Haha: Brands benefit more from being clever than from being funny
研究发现，品牌幽默的巧妙程度（如需要消费者动脑理解双关或文化梗）比单纯搞笑更能提升品牌态度和参与度，其效果通过感知品牌温暖和能力来中介，且受消费者认知需求调节。
Abstract We examine whether the cleverness of a brand's humor attempt affects consumers' brand attitudes and engagement. A clever humor attempt is any humor attempt wherein the consumer feels she must make mental connections to solve the joke (e.g., understand a cultural reference, understand the dual meaning of a pun). Across five studies, we demonstrate that as the cleverness of a humor attempt increases, consumers report higher brand attitudes and are more engaged with the brand. This effect is mediated by perceptions of brand warmth and competence and moderated by consumers' need for cognition.