Episode 58 How using humor helped Aviation gin
laugh all the way to the bank
In this episode we explore the behavioral science principles behind Aviation Gin’s success. In particular we look at why
humor is such an effective (but underused) tool for brands. We cover work by Nisbett on the halo effect that shows if a brand
improves its standing in one particular metric (like being funny) it will improve even unrelated characteristics, such as being
perceived as trustworthy or modern.
Episode Highlights
A meta-analysis by Eisend shows humor in ads significantly boosts brand perception and purchase intent—yet its use in marketing has been steadily declining.
Even in serious categories, humor can be a powerful tool. From safety PSAs to public health campaigns, wit can make difficult topics more engaging and memorable.
Three key takeaways—humor drives sales, its use in ads is declining despite strong evidence, and the halo effect makes a brand’s humor elevate its overall perception.
Resources & Useful Links
See below for additional resources from this week's episode.
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