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ERIC Number: ED074553
Record Type: RIE
Publication Date: 1972-Dec
Pages: 15
Abstractor: N/A
Reference Count: 0
Can Humor Increase Persuasion, Or Is It All a Joke?
Markiewicz, Dorothy
This study investigated two questions: (1) Can a humorous persuasive message increase the amount of persuasion compared with a serious control message? (2) Can humor external to and contiguous with a persuasive message increase its persuasiveness? The research on the first question attempted to determine intervening variables responsible for prior failure to find effects of humor on persuasion. The initial opinions and verbal ability of the subjects were factors expected to interact significantly with the humor factor. Though the results did not support the verbal ability factor, subjects were found to react more favorably to humorous than to serious appeals. The research addressing the second question analyzed the message context--humorous or serious--in relation to subjects' moods. The results did indicate a positive correlation between the humorous context and happier subject mood, but did not reveal any difference in persuasive effect. The author concludes that humor's effects on persuasion may occur through mediating processes not investigated in this study and suggests further investigation of humor's effects on source credibility and attention. (LG)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Speech Communication Assn. (58th, Chicago, December 27-30, 1972)