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Based on social information processing theory, this paper aims to explore how and when leader self-deprecating humor may spark subordinate learning from failure. The authors cast perspective taking as a novel explanatory mechanism for this indirect effect, and further consider leader–member exchange as a boundary condition of the relationship.

The authors tested the hypotheses by conducting a multiwave and multisource survey of 604 members from 152 teams in a Chinese high-technology company.

Results of multilevel path analyses demonstrate that leader self-deprecating humor positively influences subordinate learning from failure via perspective taking. Further, this mediation effect is stronger at higher levels of leader–member exchange.

This study contributes to the theoretical understanding of the relationship between leader self-deprecating humor and subordinate learning from failure. However, the research design was not longitudinal or experimental, and thus the authors were unable to make strong inferences about absolute causality.

The work yields useful insights for practitioners aiming to encourage subordinates to learn from failure.

This study provides evidence that leader self-deprecating humor can stimulate subordinate learning from failure via perspective taking, and the indirect effect is further strengthened by leader–member exchange. The findings offer new directions for research on leader self-deprecating humor and learning from failure.

The purpose of this paper is to investigate leaders’ use of humor as an expression of how they value themselves relative to others. The paper suggests that humor can minimize or exacerbate the status differences between leaders and followers. The paper hypothesizes that leaders’ use of self‐ or in‐group‐deprecating humor would be positively associated with ratings of transformational leadership as they minimize those distinctions, whereas leaders’ use of aggressive humor would be negatively associated with ratings of transformational leadership because it exacerbates status distinctions.

A total of 155 undergraduates (58 males, 97 females; M age=20 years, SD=1.31) were assigned randomly to one of four conditions, each depicting a different type of humor in a leader's speech.

Leaders using self‐deprecating humor were rated higher on individualized consideration (a factor of transformational leadership) than those that used aggressive humor.

The authors encourage future field research on the role of humor as an expression of leaders’ self‐ versus other‐orientation.

Humor and work might seem inconsistent, but this study demonstrates how leadership can use humor to improve leader‐follower relationships. Furthermore, it contributes to our understanding of self‐deprecating humor which has received scant attention relative to other forms of humor.

With particular reference to qualitative humor research, this paper aims to look at fieldwork from a new angle. The purpose of this paper is to address humor research foci by completing a fusion autoethnographic analysis of how lead author used humor to interact with the participants. This analysis outlines the two examples of joke-ability; specifically self-deprecating humor and more generally attempts to blend in.

This paper draws on fusion autoethnography where Author 2 actively worked to help Author 1 push deeper into her use of humor and its historical context within her life. This created a dialogue to deepen the self-analysis on Author 1’s humor methodology.

The use of humor, by humor researchers, may be of particular importance if the researched groups, society, or nation values humor in both formal and informal contexts. Researcher’s humor can be a spontaneous and dynamic way of learning and engaging with the researched environment.

This paper aims to be a starting point for the discussion about the understudied issues of place and role of the use of humor by a humor researcher, and the challenges of conducting humor research within an educational context. The innovative fusion autoethnographic analysis helps to reflect upon researcher’s role and behavior. The study contributes to humor research methodology by exploring the effects of researcher’s use of humor on both the researcher-participant relationship and the data.

Recent years have seen an increasing interest in leader’s use of humor among organizational scholars. In this regard, leader positive humor has been shown to be related to leader effectiveness. However, to date there is limited theoretical and empirical attention regarding the relationship between self-deprecating humor in particular and leadership effectiveness. As such, the purpose of this paper is to examine the impact of leader’s self-deprecating humor on follower’s perceptions of leader effectiveness. In doing so, the authors also encompassed trust in leader as a mediator.

Data were collected from three different samples. The authors examined the hypotheses using hierarchical regression, bootstrapping analysis and Sobel test.

Results produced consistent evidence that the use of self-deprecating humor by the leader positively affects his/her perceived effectiveness and that this relationship is partially mediated by trust in leader.

A main limitation of the present research relates to its cross-sectional design that cannot infer causality. In addition, data were gathered from a single source. As such, this may raise the possibility of common method bias.

The present paper contributes to the limited theoretical and empirical organizational research regarding the role of leader self-deprecating humor. More specifically, this is the first study, to the best of authors’ knowledge that links this type of humor to his/her effectiveness.

The purpose of this paper is to examine the interesting but largely unexamined impact of self-uncertainty on the persuasiveness of self-deprecating advertisement.

In the present research, the experimental design and survey methods are used to collect data. Furthermore, the ANOVA and bootstrap analysis methods are adopted to verify whether a self-deprecating advertisement is more persuasive for consumers experiencing self-uncertainty and explore the mediating role of self-verification.

Study 1 indicates that people experiencing self-uncertainty are more likely to engage in actual self-verification. Study 2 demonstrates that consumers experiencing self-uncertainty are more likely to purchase products in a self-deprecating advertisement (vs. self-enhancing advertisement), and actual self-verification motive underlies this effect. In Study 3, a novel boundary condition for the main effect–product type (hedonic vs. utilitarian) is found, and it further reveals that the impact of self-uncertainty on the persuasiveness of self-deprecating advertisement will attenuate when the advertised product is utilitarian.

This research reveals that self-deprecating advertising is more desirable for consumers who experience self-uncertainty. Based on the conclusions in this paper, the self-deprecating advertising is more attractive and desirable for consumers who are reminded about their personal uncertainties. Thus, marketers could employ self-deprecating (vs. self-enhancing) advertisement to promote products. For example, in order to promote the waterproof function of iPhone 12, Apple China released a self-deprecating advertisement of “Splash proof and water resistant. Don't worry, iPhone.”

First, this research not only sheds new light on the relationship between self-uncertainty and the persuasiveness of self-deprecating advertisement but also verifies the mediating role of self-verification motive in this relationship. Moreover, this research reveals that self-uncertainty is a significant factor in how people react to the self-deprecating advertisement. It is noteworthy that the self-uncertainty effect is more likely to be found when the advertised product is related to hedonic or experiential consumption as opposed to utilitarian consumption.

The study of humor has a long tradition in philosophy, sociology, psychology, anthropology, and communications. Evidence from these fields suggests that humor can have effects on creativity, cohesiveness, and performance, but organizational scholars have paid it relatively little attention. We hope to “jump-start” such a research program. To do this, we first outline the theoretical rationale underlying the production and appreciation of humor, namely, its motivational, cognitive, and emotional mechanisms. Next, we review the literature linking humor to creativity, cohesiveness, and other performance-relevant outcomes. In particular, we note how this literature is theoretically well-grounded, but that the empirical findings are largely correlational and/or based on qualitative research designs. Finally, we go beyond the current humor literature by developing specific predictions about how culture might interact with humor in organizational contexts. Throughout the paper, we discuss possible research directions and methodological issues relevant to the study of humor in organizations.

The purpose of this paper is to propose the self-presentation styles of advertising influence consumer self-image, which in turn influence purchase intention.

Using virtual brands as stimuli in a series of experiments, this study collects data on consumer self-image and purchase intention in the conditions of different advertising styles.

While consumer self-image mediates the relationship between advertising self-presentation style and purchase intention, the consumption situation (public vs private) moderates the relationship between self-presentation style, consumer self-image and purchase intention. That is, self-enhancing advertising promotes customers’ ideal self, which in turn increases their purchase intention for publicly consumed products, whereas self-deprecating advertising solicits customers’ real self, which in turn increases their purchase intention for privately consumed products.

This study informs product/brand managers and marketers of the importance of aligning the self-presentation style of advertising with the consumption situation of the product being advertised.

Based on self-consistency theory, this study not only finds a relationship between the self-presentation style of advertising and purchase intention, but also uncovers the mediating role of self-image in this relationship. Furthermore, the relationship chain of “self-presentation style of advertising – self-image – purchase intention” is moderated by the consumption situation of the product. This is one of the first studies to explore the intricacies of these relationships.

As an essential personality charm of leaders, humor can bring a series of positive outcomes to both users and receivers. However, there is also evidence that the impact of leaders’ humor (LH) is constrained by individuals, teams and organizational factors. The aim of this research is to investigate the relationship between LH and subordinates’ service creativity. Based on social learning theory and previous literature on LH, this paper identifies role modeling as the mediator and suggests that subordinates’ sensitivity to favorable interpersonal treatment (SFIT) moderates these relationships.

In order to test the proposed moderated mediation model, this study employed hierarchical multiple regression and path analyses with valid data of 348 samples.

Results revealed that LH positively affects role modeling and service creativity of subordinates, while subordinates' SFIT positively moderates the relationship between LH and subordinates' service creativity via role modeling.

In compliance with these findings, this research suggests that enterprises should pay attention to the role of humor from middle managers and strengthen managers' role modeling through multiple measures to establish a relaxed and harmonious atmosphere in the workplace.

Built on the conceptual framework, this study contributes to the literature on LH and employees’ service creativity by treating role modeling as the mechanism and SFIT as the moderator. This research is one of the first few empirical studies to investigate the relationship between LH and service creativity of service personnel in the service industry.

The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising.

A total of 97 television commercials broadcasted by major US and Mexican national television networks were classified under the four humor styles described by Martin et al.

Humor styles used in television advertising significantly differ between the two countries. US commercials use more affiliative, aggressive, and self‐defeating humor than do Mexican advertisements, while self‐enhancing humor is the predominant humor style of Mexican commercials and is used more frequently in Mexico when compared to the USA.

The findings reveal the frequency and types of humorous television commercials used in the USA and Mexico.

The study suggests that cultural differences should be taken into consideration when humorous advertising is used across borders.

The purpose of this article is to investigate the communicative constitution of organizational inclusion and/or exclusion through humorous acts at the expense of members of minorities and/or historically disadvantaged groups.

Semistructured interviews with 84 employees in Austria and Germany dealing with their experiences regarding diversity and inclusion (D&I) at work were conducted and analyzed in two steps. First, a thematic text analysis was performed to structure the content and identify relevant themes and anecdotes for further analysis. Second, a ventriloquial analysis sought to identify the physically absent yet present voices in these anecdotes.

The interviews revealed that jokes and quips mostly target colleagues of observable foreign origin. The analysis further identified three themes that show that disparaging humor can simultaneously reinforce inclusion/exclusion across hierarchies and create boundaries within teams – but in different ways. The findings also indicate that above all prejudices “participate” in such events and that in most cases the collective is invoked to increase the joke's “authority”.

This research is the first one that investigates humor in the context of D&I through a communicative constitution of organization (CCO) lens, which facilitates studying the constitutive character of humorous communication in terms of inclusion and exclusion. Moreover, this is one of the first empirical humor studies to draw on established theory-driven concepts of inclusion-exclusion in its analysis.