All Kidding Aside: Humor Lowers Propensity to Remedy a Problem

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.



Citation:

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.

Authors

Peter McGraw, University of Colorado, USA
Philip Fernbach, University of Colorado, USA
Julie Schiro, University of Colorado, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

It’s About Trust: The Diffusion of Deviant Consumer Behavior

Peter Voyer, University of Windsor

Read More

Featured

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Featured

A Penny for Self-disgust: The Effects of Favorable Review Reward on Consumers Behavior

Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.