A well-timed joke can increase information retention by up to 30%.
For real.
And it’s not magic – it’s neuroscience, baby!
Humor is hella science-backed strategy to immediately tap into the brain for influence and impact.
It’s influencing EVERYTHING, from how well you remember that random cat video to why you suddenly need Poo-Pourri toilet spray.
When you encounter something funny, your brain goes into overdrive.
The prefrontal cortex, temporal lobes, and limbic system all jump into action faster than you can say “amygdala”[1].
Here’s the neuroscience breakdown:
- Your prefrontal cortex processes the cognitive aspects of the joke.
- The temporal lobes handle language interpretation and emotional association.
- The limbic system, particularly the amygdala and hippocampus, manage emotional responses and memory formation[2].
Then, your nucleus accumbens floods your system with dopamine. Aaaaaand that’s why you keep scrolling for more memes at 2 AM.
This neurochemical cocktail makes you more likely to remember the joke AND whatever it was selling.
It’s called the “Humor Effect,” and it’s why you can still recite that stupid jingle from [REDACTED TO KEEP YA YOUNG] but can’t remember what you had for breakfast[3].
Scientists have actually shoved people into fMRI machines to watch their brains while they laugh.
Talk about a weird day at work.
These studies show that humor engages multiple brain regions, creating stronger, more diverse neural connections[4].
(Time to pivot into calling myself a Neural Circuitry Hacker.)
Humor messes with you psychologically – in a good way!
Emotional bonding:
Laughter triggers the release of oxytocin, aka the “cuddle hormone.” It’s like a chemical hug for your brain.
This increases trust and loyalty towards brands. So when you laugh at an ad, you’re basically going steady with that company!
Stress reduction:
Humor lowers cortisol levels and increases endorphins. It’s like yoga, but you don’t have to pretend to enjoy kale smoothies[5].
Cognitive ease:
Humor makes information easier to process. Your brain goes from “hard pass” to “tell me more” faster than you can say “ROI”[6].
Psychological distance:
Humor can make uncomfortable topics more palatable[7] because of the Benign Violation Theory, which explains why we find things funny:
Something threatens our worldview (violation) but is ultimately harmless (benign)[8]. It’s why dad jokes are simultaneously awful aaaaand, yet, we love them.
In marketing, this means you can push boundaries and grab attention without alienating your audience.
Before you try to be the next comedy genius in your marketing, let’s check ourselves because humor can f you upppppp if you’re not careful.
The Incongruity-Resolution Theory is a fancy name, but a simple concept saying:
Humor happens when we “resolve” something that doesn’t make sense.
It’s why “Why did the chicken cross the road?” is funny (sort of).
If you misjudge that incongruity, you’re not resolving anything – you’re just confusing people.
And confused customers don’t buy stuff.
Remember how humor lights up your brain’s reward system? Too much activation can be distracting from your actual message.
You can leverage all this neuroscience without the PhD.
Science class is over, let’s put this brainy stuff to work in your marketing:
- Use humor to highlight benefits, not features. Instead of listing boring specs, use humor to show how your product solves a problem. “Our software is so fast, you’ll have time to finally figure out what NFTs are.” (Spoiler: No one knows.)
- Timing is everything. Use cognitive ease to break up complex information. You can use humor to cleanse the mental palate of everyone shopping around.
- Embrace the unexpected. Remember the Incongruity-Resolution Theory? Use it. Set up an expectation, then flip it on its head.
- Keep it relevant. Inside jokes are great… if you’re inside. Make sure your humor relates to your audience. Otherwise, you’re just that person at the party who keeps bringing up that one time in college. We get it, Brad. You streaked. Move on.
- When in doubt, self-deprecate (carefully). Making fun of yourself (or your brand) can be endearing – when done wisely.
I’m not asking you to get a PhD or become a comedian.
Humor is a tool to connect with your audience, make your message stick and drive those sweet, sweet conversions.
Effective humor in marketing requires understanding these scientific principles and applying them purposefully.
[1] Vrticka, P., Black, J. M., & Reiss, A. L. (2013). The neural basis of humour processing. Nature Reviews Neuroscience, 14(12), 860-868.
[2] Suls, J. M. (1972). A two-stage model for the appreciation of jokes and cartoons: An information-processing analysis. The Psychology of Humor: Theoretical Perspectives and Empirical Issues, 1, 81-100.
[3] Schmidt, S. R. (1994). Effects of humor on sentence memory. Journal of Experimental Psychology: Learning, Memory, and Cognition, 20(4), 953.
[4] Watson, K. K., Matthews, B. J., & Allman, J. M. (2007). Brain activation during sight gags and language-dependent humor. Cerebral Cortex, 17(2), 314-324.
[5] Berk, L. S., Tan, S. A., Fry, W. F., et al. (1989). Neuroendocrine and stress hormone changes during mirthful laughter. The American Journal of the Medical Sciences, 298(6), 390-396.
[6] Strick, M., Holland, R. W., van Baaren, R. B., & van Knippenberg, A. (2012). Those who laugh are defenseless: How humor breaks resistance to influence. Journal of Experimental Psychology: Applied, 18(2), 213.
[7] McGraw, A. P., & Warren, C. (2010). Benign violations: Making immoral behavior funny. Psychological Science, 21(8), 1141-1149.
[8] Warren, C., & McGraw, A. P. (2016). Differentiating what is humorous from what is not. Journal of Personality and Social Psychology, 110(3), 407.
