Businesses fear employing comedy in their interactions with customers, despite the fact that consumers want brands to make them grin and laugh. People are looking for new experiences that make them grin and laugh, says a recent study from Oracle and Gretchen Rubin, a five-time New York Times bestselling author and podcaster. Consumers will actually reward humorous brands with loyalty, advocacy, and repeat business while shunning those that don’t. Everyone, regardless of their culture or age, enjoys humor. However, experimental psychology has only recently recognized it as a crucial, fundamental human habit. In the past, psychiatrists have characterized humor negatively, claiming it shows arrogance, vulgarity, Freudian id conflict, or is a coping strategy used to mask one’s genuine emotions. According to this theory, comedy can be used to degrade or denigrate others or to exaggerate one’s own value. As a result, it was regarded as a bad habit that needed to be avoided. Psychologists also tended to disregard it as a topic for investigation. But recently, study on humor has gained attention, and it is now thought of as a virtue. Humor can be used to acquire intimacy, make others feel good, or reduce stress, according to positive psychology, a discipline that studies what individuals do well. A sense of humor is one of the qualities positive psychologists refer to as transcendence; along with appreciation, hope, and spirituality, it helps us connect with others and give our lives purpose.