Is laughter the best marketing? Why this is the wrong question

Humor is often described as a miracle pill for marketers, yet the effects of humor on advertising, content marketing, service, and other marketing functions are wildly inconsistent. Before scholars can know whether a pun, prank, meme, or laugh will attract sales, clicks, or five-star reviews, they need to understand why the effects of humor appear to vary. Humor has different effects because scholars have treated humor as different constructs while studying how it influences different marketing outcomes with different types of stimuli in different of situations on different types of people. Only by recognizing these differences can scholars begin to understand when, why, and how humor can benefit marketers. To navigate this complexity, researchers need to develop a theory of humor that can help explain how different attempts to be humorous influence different consumers in different situations.

Why Laughing Heals? A Review on the Use of Humor in Therapy

Humor is an important tool for expressing many emotions such as happiness, sadness, anger and surprise. In recent years, the use of humor has started to gain the quality of a therapy approach. The use of humor in therapy helps clients to express meaningless situations or inconsistencies in their lives in a humorous way by making them entertaining. At this point, it is very important for the counselor to be able to understand the purpose of the clients' arrival and their sense of humor depending on this purpose and to make interventions accordingly. Since the concepts of humor therapy and Laughter Therapy / Laughter Yoga are often used interchangeably in the literature, this study synthesizes both therapy approaches and tries to reveal their elements and importance. In this review, it is aimed to examine all aspects of the emergence of the use of humor in therapy, basic concepts, sub-dimensions of humor, counselor-client relationship using humor in therapy, humor therapy process, laughter therapy / laughter yoga process, laughter therapy / laughter yoga techniques, studies on the use of humor in therapy, why humor should or should not be used in therapy. In these respects, this study is expected to contribute to the literature and help fill the existing gaps. In addition, it is predicted that the widespread use of humor therapy and the use of humor therapy in different studies will benefit many clients and experts working in this field.

I'm just joking! Perceptions of sexist humour and sexist beliefs in a Latin American context

Previous research has stated a relationship between sexist ideologies and humour appreciation. However, most research has been done in North America and Europe. In the present study, we aimed to approach in an exploratory way to the social perceptions of sexist humour in Costa Rica. Data was gathered through an online survey, participants (N = 323; 220 females) completed measures to characterise expressions of sexist humour. The main measures included perceived funniness, frequency and means of exposure, and perceived offensiveness, as well as completing the Ambivalent Sexism Inventory (ASI). Overall, previous exposure to this kind of humour was remarkably high. No significant differences were observed between women's and men's perceptions of the frequency, means and places of exposure, but emotional and behavioural reactions to sexist humour were gender-based. Women reported higher displeasure, more confrontation and felt angrier and more offended than men when exposed to this type of humour. Data support existing evidence of the relationship with sexist ideology. Specifically, hostile sexism was found to be a significant predictor of perceived funniness and offensiveness of the sexist jokes. An interaction effect between hostile sexism and the sex of participants was found, showing that as hostile sexism increased, perceived offensiveness decreased, but more rapidly for men. Results are discussed considering the practical implications and limitations, as well as the need for more research in the Latin American context.

Media representation matters: The effects of exposure to counter-stereotypical gay male characters on heterosexual men’s expressions of discrimination

Presence of gay men in mainstream media may have a positive impact on viewers’ attitude change. However, gay male characters are often stereotypically portrayed as feminine, and no research has yet explored audiences’ reactions to counter-stereotypical gay characters. Heterosexual Italian men ( N = 158) were exposed to a clip portraying (i) a stereotypical feminine gay male character, (ii) a counter-stereotypical masculine gay male character, or (iii) a nature documentary. Compared to the other conditions, exposure to the counter-stereotypical gay character increased discrimination toward gay men, in the form of anti-gay jokes, the higher the level of participants’ prejudice against gay men. Results further demonstrated that this effect was explained by reduced perceived stereotypicality of the character. Findings are in line with the social identity theory prediction that when gay men (outgroup) are perceived as too similar, and potentially threaten the group identity, heterosexual men would attempt to restore ingroup distinctiveness.

Effects of Humor and Bystander Gender on Responses to Antigay Harassment

Individuals perceived to be LGBTQ+ are at risk for harassment. Although bystanders who confront harassers and support targets of harassment may promote inclusivity, the use of humor to express antigay harassment may inhibit prosocial bystander intervention. Non-LGBTQ+ undergraduates (N = 326) were randomly assigned to respond to a scenario in which a male peer disparaged another peer with antigay comments involving either the presence or absence of humor. Results showed that bystanders reported less intent to intervene in the presence of humor than in its absence. Bystander gender moderated perceptions of humorous harassing speech but not intent to intervene. In the presence of humor, men but not women perceived antigay harassment as more amusing; they also perceived the harassing peer more favorably. To promote ally behavior, bystander education may explicitly address critical thinking about the functions and effects of disparaging humor.

Personality, identity styles and authoritarianism: an integrative study among late adolescents

The relations between five personality factors, three identity styles, the prejudice dispositions of right‐wing authoritarianism (RWA), social dominance orientation (SDO) and racial prejudice were investigated in a Flemish‐Belgian late adolescent sample (N = 328). Results show that Openness to Experience and Agreeableness relate to racial prejudice but that these relations were fully mediated by RWA and SDO. In addition, results show that whereas RWA relates to Conscientiousness and lack of Openness to Experience, SDO relates to lack of Agreeableness and lack of Openness to Experience. The relation between Conscientiousness and RWA and between Openness to Experience and SDO was fully mediated by the identity styles. However, Openness to Experience had a direct influence on RWA and Agreeableness had a direct influence on SDO. The implications of these findings are discussed. Copyright © 2006 John Wiley & Sons, Ltd.

Right wing authoritarianism is associated with race bias in face detection

Racial discrimination can be observed in a wide range of psychological processes, including even the earliest phases of face detection. It remains unclear, however, whether racially-biased low-level face processing is influenced by ideologies, such as right wing authoritarianism or social dominance orientation. In the current study, we hypothesized that socio-political ideologies such as these can substantially predict perceptive racial bias during early perception. To test this hypothesis, 67 participants detected faces within arrays of neutral objects. The faces were either Caucasian (in-group) or North African (out-group) and either had a neutral or angry expression. Results showed that participants with higher self-reported right-wing authoritarianism were more likely to show slower response times for detecting out- vs. in-groups faces. We interpreted our results according to the Dual Process Motivational Model and suggest that socio-political ideologies may foster early racial bias via attentional disengagement.

Does humor influence the stigma of mental illnesses?

Public stigma is a barrier for people with mental illness. Humor may have the potential to decrease stigmatizing attitudes in the context of disclosure. Participants completed measures on stigmatizing attitudes and humor style and were then randomized to one of three conditions (self-disclosure comedy sketch, the same comedy sketch with no disclosure, and a control comedy sketch). After reviewing the comedy sketch, the participants repeated the attitude measures and provided perceptions of the comic. Humor styles and perceptions significantly interacted with condition to reduce stigma. Perceptions of the self-disclosed comic were associated with reduced stigma. People exhibiting affiliative humor style (i.e., they enjoy making others laugh) were shown to have significantly greater stigma changes in the disclosed condition compared with the nondisclosed and control conditions. Affiliative humor endorsers also interacted with the nondisclosed condition, suggesting that mental health comedy might generally reduce stigma in people who use humor to improve relationships.

On sarcasm, social awareness, and gender

Sarcastic irony, uttered in four (within and between) gender-based settings, is used here as a tool to diagnose affective attitudes toward women. The kind of sarcasm tested here is an aggressive type of humor, whereby a speaker derides another individual, turning her or him into the victim of the humorous utterance. Finding this kind of irony less or more pleasing allows indexing between- and within-group attitudes. Participants were overall nonsexist, scoring low on sexism scales, but male participants were still more sexist than female participants. Results show that, as predicted by Ariel and Giora (1998), female participants fully adopted a feminine point of view, enjoying sarcastic irony best when it was directed by women at men and least when it was directed by women at women. Being more sexist, our male participants adopted a feminine point of view only partially, enjoying sarcastic irony more when directed at men than directed at women, regardless of the speaker's gender.

More than "just a joke": the prejudice-releasing function of sexist humor

The results of two experiments supported the hypothesis that, for sexist men, exposure to sexist humor can promote the behavioral release of prejudice against women. Experiment 1 demonstrated that hostile sexism predicted the amount of money participants were willing to donate to a women's organization after reading sexist jokes but not after reading nonhumorous sexist statements or neutral jokes. Experiment 2 showed that hostile sexism predicted the amount of money participants cut from the budget of a women's organization relative to four other student organizations upon exposure to sexist comedy skits but not neutral comedy skits. A perceived local norm of approval of funding cuts for the women's organization mediated the relationship between hostile sexism and discrimination against the women's organization.

Antecedents of men's hostile and benevolent sexism: the dual roles of social dominance orientation and right-wing authoritarianism

The authors argue that individual differences in men's Benevolent Sexism (BS) stem from a threat-driven security-cohesion motivation, indexed by Right-Wing Authoritarianism (RWA), whereas Hostile Sexism (HS) stems from a competitively driven motivation for intergroup dominance, indexed by Social Dominance Orientation (SDO). In Study 1, meta-analysis indicated that men's SDO (controlling for RWA) was moderately positively associated with HS (r = .35) but not BS (r = .05), whereas men's RWA (controlling for SDO) was moderately associated with BS (r = .36) but only weakly associated with HS (r = .16). Study 2 replicated and extended these results by also modeling the dual personality traits and world-views underlying HS and BS. In Study 3, longitudinal analyses demonstrated that SDO predicted increases in HS (but not BS) and RWA predicted increases in BS (but not HS) throughout a 5-month period. Relations between the sociostructural and individual difference bases of men's ambivalent sexism are discussed.