Our research reveals that while humorous and sarcastic reviews can boost engagement and interest among consumers, they can also increase uncertainty about product suitability, potentially deterring purchases.
The viral success of absurd reviews, such as those for the 'Three Wolves' T-shirt, illustrates how funny pseudo-reviews can capture attention and drive sales—demonstrating the dual-edged nature of humor in product evaluation.
In our experiments, humorous reviews heightened amusement, suggesting that consumers might feel positively towards products. However, this amusement can paradoxically create doubts about whether the product truly meets their needs.
Consumers responded differently to funny versus sincere reviews; while they found humor engaging, it led to mixed feelings on whether they would actually buy the product, especially if it required more careful consideration.
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