Humor in Persuasion on Threatening Topics: Effectiveness Is a Function of Audience Sex Role Orientation

The hypothesis was that humor relative to no-humor appeals on threatening topics are effective for high-masculinity individuals because they seem particularly averse to experiencing distress (i.e., sadness and fear). Persuasive targets were sunscreen use to prevent melanoma (skin cancer) in Study 1 and condom use to prevent AIDS in Study 2. The humor and no-humor appeals presented the same substantive information. In both studies, high-masculinity men and women exhibited greater intent to adopt the preventive behaviors in response to the humor relative to the no-humor appeal; no difference emerged for low-masculinity individuals. Humor effects were not related to explicit responses to the ads (e.g., listed thoughts and feelings). In Study 2, threat intensity in the media context was manipulated (moderate vs. low) as experiential processing is likely favored under greater threat. Overall, the results seem attributable to experiential processing of humor appeals on threatening topics by high-masculinity participants.