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The Effect of Humor on Cognitive Bias in Ecommerce

abstract image of humor effect bias in black and white

Humor has long been an important part of entertainment, but it can also be an effective tool for ecommerce stores, designers and marketers.

The “humor effect” bias is a psychological phenomenon that occurs when people are exposed to humorous content and the resulting emotional state leads them to make more favorable decisions and take more risks.

In other words, humor can be used to influence customers into making purchasing decisions they wouldn’t have made otherwise.

What is the humor effect?

The “humor effect” bias is a psychological phenomenon that occurs when people are exposed to humorous content and the resulting emotional state leads them to make more favorable decisions and take more risks.

This means that if you use humor in your marketing materials or on your website, you could potentially boost sales.

Humor can be used to engage with customers and make them feel comfortable about making a purchase from your store.

It can also give them a sense of belonging by creating a shared understanding of jokes or funny scenarios. This can lead to increased customer loyalty as well as higher conversion rates.

Humor works especially well with millennials and Generation Z (those born between 1996–2020). This age group grew up watching comedy TV shows like "South Park" and they are accustomed to seeing comedic elements in advertising campaigns, which makes them more likely to respond positively when they encounter humorous elements in ecommerce stores.

How do I use the humor effect?

When incorporating humor into your ecommerce store or marketing campaigns, it’s important to keep four key things in mind: audience, timing, context, and delivery.


Knowing who you’re targeting is essential for using humor effectively. Think about what kind of jokes would resonate best with your customer base before writing any content or designing any materials. Also consider how much leeway you have when it comes to edgy material—you don’t want to offend anyone!


Timing is everything when it comes to using humor effectively—it should never feel forced or out-of-place. Make sure that whatever joke you use fits organically into the conversation; otherwise it will just fall flat!


Context is key when using jokes in ecommerce settings—it should never feel like you’re trying too hard or being inauthentic. Make sure that whatever joke you use has some connection with either the product/service being offered or the industry in general so that it feels natural and relevant.


Delivery is an important factor for successful humorous content because if it doesn’t land right then all the effort put into crafting it will be wasted! Consider different platforms such as video versus written text; this will affect how you deliver the joke so think carefully before deciding which one works best for your brand/audience.

What are some strategies for using good delivery?

There are various ways of delivering humorous content depending on the platform being used (video versus written text etc.). Here are some tips for using good delivery on each platform:


If you want people to laugh out loud then videos are often best suited for this type of reaction; try using exaggerated facial expressions, comedic timing (pauses etc.), animation techniques such as GIFs etc., music/sound effects etc., physical comedy gestures etc., self-deprecating jokes etc., fourth wall breaking moments (breaking character) etc..

Written Text

Written text isn't always easy because there's no facial expressions or tone of voice which can add emphasis/contextual clues—but there are still ways of delivering humourous texts effectively such as puns, sarcasm (using italics), multiple choice questions with unexpected answers, pop culture references etc..

Conclusion about the humor effect bias

In conclusion, we hope this article has given you some insight into how humor can be used effectively within ecommerce stores and marketing campaigns in order to generate positive customer experiences and increase conversions rates.

Using humor properly isn't always easy but if done correctly then its potential reward could be worth its effort! Just remember that context is key – know who you're targeting and tailor your jokes accordingly; also consider timing, delivery methods (video versus written) etc.