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And those chuckles occur much more frequently than other commonly researched emotions like regret, pride, and shame. Hence, the pursuit of humor influences many of our daily decisions - the websites, books and magazines we read, the television shows and movies we watch, and the people we decide to talk to (or not).

And because humor is valued by consumers, businesses are constantly creating funny advertisements (e.g., Superbowl ads) and funny products (e.g., blockbuster comedic films) in order to get our attention and entertain us.

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We've been fortunate to have the International Society for Humor Studies working on the topic since late 80's.Think about how much easier an uncomfortable situation can be when you joke about it.Consistent with historical accounts of the use of humor as a weapon of subversion, research being conducted in the Humor Research Lab (aka Hu RL) finds that consumers can effectively use humor to criticize brands.In sum, when done well, humor can have a significant positive effect on your life.Isn't it time we use a little more academic rigor to figure out how it works?

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