Leeds Assistant Professor Peter McGraw discusses the various ways people of all ages and cultures have experienced humor, and that by studying it, we are understanding a key part of our make-up as human beings.

There are many benefits to this understanding. The benefits to human health and wellness are well documented. There are also many psychological and social benefits to humor and laughter as well.

For business these benefits include insight into marketing and communications. For example, in advertising, what makes humor work and what does not. Or what are the best ways for management to use humor when offering employee feedback, or to better understand boundaries of humor in group dynamics.

Perhaps one of the most interesting areas is in product innovation. For people who are in the business of creating entertaining products, humor can often be the secret ingredient to success.

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