Danielle Krage interviews Caleb Warren, Associate Professor of Marketing at the University of Arizona. Caleb researches and writes about what makes things funny, what makes things cool, and what helps people reach their goals. In this conversation, Caleb shares some of his key findings about humour and how it works.     00:00 Introduction to Consumer Psychology and Humour 01:20 How Caleb Got into the Study of Humour 04:01 Physical Comedy and Empathy 06:00 Psychological Distance and Humour 07:27 The Role of Absurdity in Comedy 08:21 Psychological Distance and Animation 09:08 The Difference Between Comedy and Serious Settings 09:39 The Flawed Theory of Surprise in Humour 10:40 The Relationship Between Surprise and Humour 11:36 The Benign Violation Experiment 13:19 The Difference Between Humour and Coolness 14:18 Coolness as a Positive Deviation from the Norm 15:10 How Coolness and Humour Overlap 16:00 The Importance of Autonomy and Enjoyment in Goal Pursuit 18:27 The Importance of Product in Marketing 19:54 The Role of Humour in Marketing 20:20 The Benefits of Humour in Enjoyment and Happiness 21:46 How Humour Translates and Changes with Distance 22:44 How Sense of Humour Changes with Age 23:46 The Evolution of Humour and Cultural Norms 26:56 Research on Coolness Across Different Cultures 28:57 The Personality Traits of Cool People 30:06 The Role of Effort in Coolness and Status 32:27 The Tension Between Marketing and Coolness 35:23 The Importance of Being Good vs. Being Cool 36:54 Caleb's Band and Songwriting   You can find Caleb here: Research website: https://www.calebwarrenresearch.com/ TedX talks: https://www.youtube.com/watch?v=Jxh-ispLUmA https://www.youtube.com/watch?v=_Z7hkfkCEno Band website: https://bandoftownies.com/   You can find the transcript at: https://comedymasterclass.com   And Danielle’s socials here: https://twitter.com/daniellekrage https://www.instagram.com/dekrage https://bsky.app/profile/daniellekrage.bsky.social