Scholars from various disciplines have studied humor since antiquity. Yet, over the centuries, these researchers have also struggled to conceptualize a viable, well-accepted notion of humor. Beyond pleasure and amusement, people use humor for a variety of social functions. On the one hand, humor can cause others to like the humorous source more, attract regard, ease conversations, promote expression and the exchange of ideas, introduce new topics of discussion, or smooth interactions. On the other hand, in aggressive forms, humor can halt verbal interactions, modify the usual rules of conversation, communicate critiques, or contribute to the creation of subversive environments.

Not All Claps and Cheers: Humor in Business and Society Relationships is an original research anthology that considers different angles from which to address the use of humor by individuals, groups and business actors in their interactions within, around, and across organizations—that is, at the interfaces of business and society. Accordingly, the research anthology is organized in four sections—"Humor, Business and Society," "From Society to Business: Humor’s Use and Roles in Activist Movements," "From Business to Society: Humor’s Use and Roles in Marketing, Corporate Communications, and Public Relations," and "Society within Business: Humor’s Use and Roles in the Workplace and in Organizations."

This ground-breaking research anthology draws on material from marketing, communications, human resources and stakeholder theory to throw light on this poorly understood facet of human business behavior.

part 1|26 pages

Humor, business, and society

chapter 1.1|11 pages

Positive psychology

Humour and the virtues of negative thinking
ByMichael Billig

chapter 1.2|13 pages

Friedman and Tocqueville walk into a bar. . .

Deciphering the business and society discourse
ByYoann Bazin

part 2|29 pages

From society to business

chapter 2.1|13 pages

How to take the joke

Strategic uses and roles of humor in counter-corporate social movements
ByFrançois Maon, Adam Lindgreen

chapter 2.2|14 pages

Clowning around

A critical analysis of the role of humor in activist–business engagement
ByKatharina Wolf

part 3|89 pages

From business to society

chapter 3.1|22 pages

A typological examination of effective humor for content marketing 1

ByJames Barry, Sandra Graça

chapter 3.2|18 pages

SMEs’ ethical branding with humor on Facebook

A case study of a Finnish online army store 1
BySari Alatalo, Eeva-Liisa Oikarinen, Helena Ahola, Marc Järvinen

chapter 3.3|12 pages

With a genuine smile?

The relevance of time pressure and emotion work strategies for the adoption of humor in customer contact
ByDaniel Putz, Tabea Scheel

chapter 3.4|6 pages

Did you get it?

Newsjacking: what it is and how to do it well
ByRobert J. Angell, Matthew Gorton, Juliet Memery, John White

chapter 3.5|15 pages

Promoting, informing, and identifying

The case of Foody, the humorous mascot of Expo Milan 2015
ByCarla Canestrari, Valerio Cori

chapter 3.6|14 pages

Controversial humor in advertising

Social and cultural implications
ByMargherita Dore

part 4|92 pages

Society within business

chapter 4.1|11 pages

Humor styles in the workplace

ByNicholas A. Kuiper, Nadia B. Maiolino

chapter 4.2|16 pages

The value of positive humor in the workplace

Enhancing work attitudes and performance
ByDaryl Peebles, Angela Martin, Rob Hecker

chapter 4.3|13 pages

Laughing out loud

How humor shapes innovation processes within and across organizations
ByMarcel Bogers, Alexander Brem, Trine Heinemann, Elena Tavella

chapter 4.4|14 pages

Laughing apart

Humor and the reproduction of exclusionary workplace cultures
ByDanielle J. Deveau, Rebecca Scott Yoshizawa

chapter 4.5|12 pages

Does verbal irony have a place in the workplace?

ByRoger J. Kreuz

chapter 4.6|12 pages

Just kidding

When workplace humor is toxic
ByLinda Weiser Friedman, Hershey H. Friedman

chapter 4.7|13 pages

Just a joke!

A critical analysis of organizational humor
ByBarbara Plester