Humor in Persuasion on Threatening Topics : Effectiveness is A Function of Audience Sex Role Orientation  

Oleh:

Dube, Laurette ; Conway, Michael

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Personality and Social Psychology Bulletin (http://journals.sagepub.com/home/pspc) vol. 28 no. 7 (2002), page 863-873.
Topik: audience; humor; persuasion; gender roles; reactions to threat
Fulltext: 863PSPB287.pdf (101.01KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: PP45.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The hypothesis was that humor relative to no - humor appeals onthreatening topics are effective for high - masculinity individualsb ecause they seem particularly averse to experiencing distress (i. e., sadness and fear). Persuasive targets were sunscreen use to prevent melanoma (skin cancer) in Study 1 and condom use to prevent AIDS in Study 2. The humor and no - humor appeals presented the same substantive information. In both studies, high - masculinitymen and women exhibited greater intent to adopt the preventive behaviours in response to the humor relative to theno - humor appeal; no difference emerged for low - masculinity individuals. Humor effects were not related to explicit responsesto the ads (e. g., listed thoughts and feelings). In Study 2, threat intensity in the media context was manipulated (moderate vs. low) as experiential processing is likely favored under greater threat. Overall, the results seem attributable to experiential processing of humor appeals on threatening topics by high - masculinity participants.

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