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Humor is a powerful engagement tool. It’s an icebreaker that automatically bridges communication gaps, which is why many professionals also consider it an effective marketing strategy.
So does the same concept apply to product reviews? According to Temple University professor Sunil Wattal, funny reviews do influence what a person buys, but only to an extent.
“The whimsical nature of these reviews engages consumers, making them more interested in the product,” Wattal wrote in a 2024 article for The Conversation.
As an example, Wattal cited the Three Wolf Moon T-Shirt on Amazon, which came out in the late 2000s. It became an “overnight internet sensation” after people flooded it with elaborate, even well-thought-out, funny reviews.
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However, Wattal also pointed out that humorous reviews may leave consumers uncertain. As he explains, people may reconsider and wonder whether the product is actually suitable for them. As a result, a would-be buyer may not go through with the purchase, especially if the product is costly.
“We found that a funny review can have the opposite effect by increasing consumer uncertainty, such as when the product is a complex item such as a flat-screen TV,” Wattal wrote.
While funny reviews provide entertainment, are they trustworthy? Most experts won’t give a hard no, but they also encourage skepticism, given the prevalence of fake reviews in today’s social media landscape.
According to marketing professor Ann Knonrod, Amazon flags 70% of reviews. That includes reviews marked as a “verified purchase,” which she says can also be faked.
So what drove the rise of fake reviews? Knonrod says the companies that order them are to blame. They give out free products and urge people to leave a review, which often isn’t accurate.
“In many cases, though, the request is not, ‘Leave us a review,’” Knonrod explained. “It is, ‘Leave us a positive review.’ And this immediately sways and biases the consumer. But that's not what my colleagues and I are looking for.”
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Online shopping can be a gamble, and buying isn’t automatic. Still, a funny review can at least amuse you enough to forget any bad vibes from your day. Hopefully, these did the same for you.
Have you ever come across a funny Amazon review that drew your attention more than the actual product? Share your stories in the comments!
