This presentation was given in 'For Real - Humor in Business?!' seminar at TellUs Innovation Arena (University of Oulu, Finland) on 19 February organized by a TEKES funded HURMOS research project. The project aims to increase awareness and competence of how to utilize humor strategically in Finnish companies with the aim of creating and developing new practices and business opportunities, growth, and internationalization.

Magnus Söderlund is Professor of Marketing and Head of the Center for Consumer Marketing (CCM) at the Stockholm School of Economics. He has long and acknowledged experience in studying consumer reactions to marketing stimuli, and his research focuses on consumer reactions such as satisfaction, emotions, perceptions of justice, and loyalty. Currently, he is interested in effects on customers who are engaged in face-to-face encounters with firm representatives (i.e. human beings).

As far as humour in marketing is concerned, the main effect is customer joy. Yet, customer joy can be evoked also by other means than humour, and this presentation focuses on the effects of the use of smiles in marketing (smiling employees and smiling models in ads). The presentation also deals with customer joy as an alternative to satisfaction in capturing the consumer’s overall response to an offer. Magnus has published his research in several journals and books; his most recent book, Marketing and its influence on the consumer, was given the Swedish award The Marketing Book of The Year in 2015.

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