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The purpose of this study is to understand the leadership humour style and the mechanism through which leadership humour style transforms into follower’s workplace positive and negative outcomes such as thriving at work and burnout. It uses comprehensive elaboration theory and relational process theory to explore self-disclosure and perceived similarity as two new constructs to assess their relation to intrapsychic (self-enhancing and self-defeating) and interpersonal (affiliative and aggressive) leader’s humour style, respectively.

An exploratory qualitative study through semi-structured interviews was conducted with 10 leaders to understand the different aspects of leadership humour and their outcomes. Based on these dimensions, a questionnaire was created and sent to 200 respondents, and 158 responses were received. The empirical analysis of data was done by building structural equation modeling using smart partial least square.

The empirical study has shown that self-enhancing leadership humour is related to self-disclosure, and both affiliative and aggressive leadership humour styles are related to perceived similarity. When looking at the two critical outcomes of leadership humour, both perceived similarity and self-disclosure were related to social intimacy and thriving at work. The mediation effect showed that self-enhancing humour leads to self-disclosure which increases social intimacy leading to improving thriving at work and aggressive humour leads to norm violation which further leads to burnout.

The study has used the mixed methodology to understand leadership humour and its outcomes by conducting in-depth interviews with leaders and also provides empirical evidence related to leadership humour style by using the survey to collect data from the followers capturing their perceptions. And very critically, it has explored self-disclosure and perceived similarity as two new constructs to see their relation to leadership humour style and positive and negative outcomes at the workplace.

Advertisements facilitate certain emotions, subsequently influencing purchase intentions. Humor, as an influential way of information expression, is frequently used in ads to elicit emotions. Drawing upon literature on advertisement humor and new product purchase intention and the theory of planned behavior, the study proposes that humor stimulation in advertisements can affect consumers' new product purchase intentions, in which two process mechanisms, namely, emotional arousal and cognitive flexibility, play a mediating effect.

To test the assertions, the authors conduct three experimental studies. The authors' first study assesses the main effect between advertisement humor and purchase intentions. In the second study, the authors show the mediating effects of emotional pleasure, emotional arousal, and cognitive flexibility on the relationship between advertisement humor and purchase intentions. In the first two experiments, the authors study incremental new products. In the third study, the authors study the same mediating relationships for radically new products.

This study's results show consumers that watch humorous ads are more likely to choose new products than those who watch non-humorous ads (Study 1); compared with non-humorous ads, humorous ads can enhance emotional arousal, thus promoting cognitive flexibility and making consumers more inclined to choose new products (Study 2 and Study 3). That said, the authors find that these mediation effects are only partial.

This study's results have important implications for firms vying to enhance consumers' new product purchase intentions by deploying humorous ads.