説得に及ぼすユーモアの種類と量の効果

概要

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The present study examined effects of the types and the amount of humor on persuasion and the mechanism involved. A 2 (the types of humor: aggressive humor or playful humor)×2 (the amount of humor: a lot or a little) factorial after-only design with two control groups was used. Two hundred and twenty-eight college students were randomly assigned as subjects to one of six conditions. Dependent variables were receivers attitudes, moods, evaluation of message, and evaluation of sender. As for the attitude, playful humor enhanced the persuasive effects than aggressive humor in a lot of humor. A lot of humor enhanced the persuasive effects than a little of playful humor. The comparison with the control groups suggested that adding a lot of playful humor facilitated persuasive effects of the message that didnt have enough effects. As for other dependent variables, following tendencies were noted: 1) Aggressive humor arouse more negative mood to receivers than playful humor, 2) A lot of humor lessened evaluation of the specialty of sender than a little. Finally, the results of correlation and path analysis showed that perception of playful humor positively related with positive mood.