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.


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.


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


NA - Advances in Consumer Research Volume 40 | 2012

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