AMTP Proceedings 2023
Document Type
Conference Proceeding
Publication Date
Spring 3-6-2023
Abstract
ABSTRACT
The current generation of undergraduate students in the classroom (Gen Z) is the loneliest generation in the U.S. (Twenge, 2017), and they know it. What are they spending time on? Their phones. What are they not spending time on? Time with friends (Twenge, 2017). Gen Z has more of a life online versus offline, yet Gen Z yearns for in-person interaction, and the pandemic has only made it worse. The authors’ advice? Tell a joke. By combining theories from psychology, management, and marketing, this conceptual paper explores the relationship between humor, trust, and persuasion.
Copyright
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DOI
10.20429/amtp.2023.25
Recommended Citation
Gillis, W., and Pozin, F. (2023). Engaging gen Z through humor. Association of Marketing Theory and Practice Proceedings 2023. 25. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/25
Included in
Higher Education and Teaching Commons, Leadership Studies Commons, Marketing Commons, Social Psychology Commons
