Effects of the Types and the Amount of Humor on Persuasion (3)

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  • 説得に及ぼすユーモアの種類と量の効果(3)
  • セットク ニ オヨボス ユーモア ノ シュルイ ト リョウ ノ コウカ 3

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The present study examined effects of the types and the amount of humor on persuasion. A 2 factorial design (the types of humor : aggressive humor or playful humor, the amount of humor : high, moderate, or low) with two control groups was used. Three hundred and fifteen university students were randomly assigned as subjects to one of eight conditions. Main dependent variables were receivers' attitudes and receivers' behavioral intention. As for the attitudes and behavioral intention, there is no significant effect of humor on persuasion. The comparison with the control groups suggested that adding humor had no notable effects on persuasion. As for other dependent variables, the following tendencies were noted : 1) aggressive humor aroused a more negative mood to the receivers than playful humor, 2) playful humor enhanced evaluation of the likability of the sender more than aggressive humor. 3) a high amount of humor enhanced evaluation of the likability of the sender more than a low amount. Mainly these results do not support Makino (1999b) in the explicit level, but those partly support Makino (1999b) in the implicit level.

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