Benefits of humor

Humor has many benefits for communication and persuasion. Here are just a few...

Better communication

Studies by Fabio Sala at the Hay Group have shown that humor (used skillfully):

• Reduces hostility
• Deflects criticism
• Relieves tension
• Improves morale
• Helps communicate difficult messages

Executives who were ranked as outstanding used humor over twice as often those ranked average (17.8 times/hr vs. 7.5 times/hr). They used mostly positive or neutral humor, but also sometimes used negative humor (for example as a put-down). They also received greater bonuses.

Although humor may not be a necessary and sufficient factor to gain all these benefits, it is at least a marker, perhaps, of emotional intelligence.

Research by Clouse and Spurgeon has also shown that a good joke or playful laughter can boost creativity, initiate conversation and generally build a more trusting atmosphere.

Other research by Bettinghaus and Cody (1994) and Foot (1997) showed that humor:

• Builds rapport and liking of the humorist
• Makes the target person want to listen more
• Relaxes the person, making them more receptive to the message
• Makes the person feel good and hence not think so carefully about the proposition
• Makes the information more memorable
• Distracts the person from thinking about counter-arguments

Getting concessions

Playful joking also increases the likelihood of financial concessions during a negotiation. Relaxing the other person and building trust makes them see you more as a friend and hence deserving of a better deal.