All Kidding Aside: Humor Lowers Propensity to Remedy a Problem

Peter McGraw, University of Colorado, USA
Philip Fernbach, University of Colorado, USA
Julie Schiro, University of Colorado, USA
Although humor increases attention and liking, humorous appeals may lower people’s propensity to remedy a problem because humor is associated with non-serious situations. Young adults viewed humorous and non-humorous PSA’s, which highlighted people’s ignorance about birth control; the humorous PSA resulted in less search behavior for sexual health information.
[ to cite ]:
Peter McGraw, Philip Fernbach, and Julie Schiro (2012) ,"All Kidding Aside: Humor Lowers Propensity to Remedy a Problem ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.