Humor usage by sellers: effects of aggressive and constructive humor types on perceptions of Machiavellianism and relational outcomes

Abstract

Purpose

The purpose of this paper is to investigate the distinct effects of aggressive and constructive humor on perceptions of Machiavellianism, relationship quality and willingness-to-switch (WTS).

Design/methodology/approach

The empirical analysis includes a first replication study with 138 business-to-business buyers and a second study with 175 business-to-business buyers that aims to test the theoretical model. The Process macro is used to test the study’s hypotheses.

Findings

Results indicate that aggressive and constructive humor types have distinct effects on relationship quality and subsequent buyers’ WTS. Specifically, and contrary to constructive humor, aggressive humor from sellers increases buyers’ perceptions of Machiavellianism, which reveals detrimental to relationship quality and subsequently increases buyers’ WTS.

Research limitations/implications

Although the results about the effects of humor on relationship quality were obtained from actual buyers and consistent across the two studies, they were obtained from two cross-sectional designs, which limits the causality of the effects being observed.

Practical implications

Sellers may benefit from getting deep understanding of how usage humor may impact their relationship with buyers. In particular, this research makes clear for sellers that as long as the type of humor that they use when dealing with a buyer is constructive, no negative outcome might emerge. However, if the humor is aggressive, then the stereotype of Machiavellianism might emerge, leading to lower relationship quality and an increase in WTS from the buyer.

Originality/value

While research on humor as a communication technique for sellers has increased lately, to the best of the authors’ knowledge this research is the first to examine the effects of the distinct types of aggressive and constructive humor and to provide empirical evidence for the different effects of these two types of humor. This research also contributes to the literature on stereotypes associated with sellers, by presenting insights into how the negative stereotype of Machiavellianism is prompted by the use of aggressive humor.

Citation

Bompar, L., Lunardo, R., Saintives, C. and Brion, R. (2023), "Humor usage by sellers: effects of aggressive and constructive humor types on perceptions of Machiavellianism and relational outcomes", Journal of Business & Industrial Marketing, Vol. 38 No. 10, pp. 2183-2196. https://doi.org/10.1108/JBIM-06-2022-0252