Halloween season isn’t just a time for haunted houses and ghost stories; it’s also an ideal time for brands to harness the powerful, primal emotions of fear and humor to make their messaging unforgettable. As new research from Evolutionary Psychology reveals, humor and fear, despite seeming like emotional opposites, are tightly linked in the brain and can work together to create powerful, memorable brand messages. In their study First They Scream, Then They Laugh, Hye-Knudsen et al. (2024) delve into how fear-inducing experiences can lead to laughter through specific cognitive appraisals, such as “violation” and “benign” assessments. This theory gives marketers fresh insights into how these emotions can be combined for engaging, effective campaigns.
Halloween season isn’t just a time for haunted houses and ghost stories; it’s also an ideal time for brands to harness the powerful, primal emotions of fear and humor to make their messaging unforgettable. As new research from Evolutionary Psychology reveals, humor and fear, despite seeming like emotional opposites, are tightly linked in the brain and can work together to create powerful, memorable brand messages. In their study First They Scream, Then They Laugh, Hye-Knudsen et al. (2024) delve into how fear-inducing experiences can lead to laughter through specific cognitive appraisals, such as “violation” and “benign” assessments. This theory gives marketers fresh insights into how these emotions can be combined for engaging, effective campaigns.
The Cognitive Dance between Fear and Humor
According to Hye-Knudsen and colleagues, our reaction to fear is rooted in the fight-or-flight response. However when our brain receives benign cues or signals that the threat isn’t real, it can lead to a quick switch into laughter. The mechanism behind this reaction involves a playful violation where a fear that is no longer seen as a danger becomes thrilling. This psychological interplay can help brands capture attention by making audiences feel both on edge and entertained, a technique well-suited for both seasonal and scary marketing approaches.
Take, for instance, Burger King’s “Scary Clown Night” campaign. This memorable ad turned the frightening figure of a clown into a humorous call to action, inviting customers dressed as clowns to get a free Whopper. By tapping into our cultural fear of clowns and immediately softening it with humor and an enticing offer, the campaign maximized engagement by offering a playful experience grounded in common fears. Here, the violation appraisal (fear of clowns) was quickly reframed through the humorous context of free fast food, creating a benign environment where humor and fear could coexist.
When Fear Becomes a Call to Action
Insights from psychology research are invaluable for understanding how fear works most effectively in marketing. This seminal meta-analysis highlights that fear appeals are most impactful when accompanied by what researchers call “efficacy statements,” which provide reassurance that the consumer can take effective steps to avoid the feared outcome. Fear alone, without this guidance, can lead to avoidance behaviors rather than constructive action.
The study also underscores the importance of balance, showing that moderate levels of fear work better than extreme levels, which might otherwise cause the audience to tune out or reject the message as overly frightening. This balance is crucial, as it leverages fear to increase motivation without pushing consumers into avoidance mode.
By pairing a realistic fear with clear, actionable steps, brands can transform what could be an unsettling message into one that promotes proactive engagement, ensuring that fear does not alienate but rather encourages trust and action. This approach aligns with theories like the Health Belief Model and the Extended Parallel Process Model, both of which indicate that fear appeals are most effective when consumers feel both a sense of urgency and are provided a clear path forward.
This nuanced view of fear appeals helps brands construct campaigns that respect the psychological thresholds of their audience, using fear as a catalyst for beneficial behavior rather than as a scare tactic.
Balancing the Fear-Humor Equation
All of this research underscores the idea that the effective use of fear and humor in marketing isn’t about simply shocking or entertaining; it’s about guiding consumers through an experience that balances the thrill of fear with the relief of humor. The ability to switch from fear to laughter helps consumers feel “in control,” making the experience enjoyable rather than purely alarming.
For example, e.l.f. SKIN’s “Divine Skintervention” campaign blends fear and humor to address “skincare sins” like not removing makeup or using the wrong products. Featuring comedian Megan Stalter as a devilish “Sinfluencer,” e.l.f. uses satire and horror-inspired themes to highlight the common mistakes people make in their skincare routines. By dramatizing these skincare errors and then offering e.l.f. SKIN products as the “holy water” solution, the brand effectively ties the humor and mild fear of making skincare mistakes with a relatable, playful marketing message.
This campaign connects well with Halloween’s theme and demonstrates how brands can leverage humor and light-hearted fear to make their product memorable. It aligns with findings from Hye-Knudsen et al. on the interplay between fear and humor, engaging audiences by resonating with their skincare anxieties in a humorous and accessible way, ultimately encouraging product purchase as a form of “redemption” for skincare slip-ups.
This Halloween, consider how your brand might take advantage of this cognitive balancing act. Whether it’s through a frighteningly funny campaign or a sobering message with a reassuring twist, using fear and humor in tandem can capture attention, prompt action, and make your brand unforgettable.
