Remember Wendy's iconic #NationalRoastDay, where they spent 24 hours playfully roasting anyone brave enough to tweet at them?

While your parents might have clutched their pearls at a fast-food chain making fun of its customers, new research suggests Wendy's was onto something.

The Science Behind the Sass

A comprehensive study published in the Journal of Consumer Research has found that when brands tease their customers—in a friendly way—it actually makes people feel more connected to them. Think about it like the difference between a friend playfully ribbing you versus a stranger being mean: one feels bonding, the other just hurts.

Walking a Fine Line

But before every company rushes to roast their customers, there's an important catch: the teasing has to stay playful and good-natured.

The study found that when brands cross the line into more aggressive or mean-spirited teasing, it completely backfires.

For example, a Valentine's Day pizza ad saying "A cheap date that's almost as cheesy as you are" worked well because it's playful. But when they tried "A cheesy date that's almost as cheap as you are," customers didn't like it - being called "cheap" feels more like an actual insult.

Real-World Success Stories

The research helps explain why some brands have found major success with teasing:

• When Wendy's launched #NationalRoastDay, they gained 350,000 new Twitter followers in just 24 hours

• Budget airline RyanAir has built a massive social media following through playful jabs at customers

• Food delivery app Postmates regularly teases millennials about their ordering habits, to great engagement

Why It Works: The Psychology

The study found teasing works because it triggers two key psychological effects:

1. The Human Factor: Teasing is such a distinctly human behavior that when brands do it, we automatically start thinking of them more like people than companies.

2. The Surprise Element: We don't expect companies to tease us, so when they do (in a fun way), it catches our attention and makes them more memorable.

The Secret Recipe

For brands looking to try this strategy, the researchers identified a simple formula: keep the playful elements stronger than the provocative ones.

It's like adding spice to food - a little heat makes it interesting, too much ruins the dish.

The study found teasing works best when it:

1. Focuses on lighthearted topics rather than sensitive issues

2. Uses obvious exaggeration to keep things clearly playful

3. Avoids harsh language or strong negative emotions

4. Stays away from personal characteristics people might be sensitive about

The Bottom Line

Can brands build better relationships by poking fun at their customers? According to this research, yes - but only if they do it with the same care and consideration you'd use when teasing a friend. Get it right, and you might just turn customers into fans. Get it wrong, and you'll end up being the joke.

It's the difference between your best friend teasing you about your coffee addiction and a stranger making fun of your appearance. One makes you laugh and feel closer, the other just makes you want to walk away.

In an age where brands are desperately trying to seem more authentic and relatable on social media, a well-crafted teasing strategy might be just the secret sauce they're looking for — as long as they remember to hold the extra spice.

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