Those who laugh are defenseless: how humor breaks resistance to influence

Three experiments illustrate that humor in advertisements prevents the development of negative brand associations due to resistance. Previous research on humor in advertising suggested that humor can counter negative responses during ad processing, but less is known about the effect of humor on the development of negative brand associations in memory. Brand associations are important because there is often a time delay between ad exposure and brand decisions. We separately manipulated two typical aspects of humor processing, that is, distraction and positive affect, and examined their effects on the development of respectively negative and positive brand associations. All experiments were conducted with university students as participants. The results showed that resistance causes negative brand associations (Experiments 1 and 2), and humor prevents the development of these negative brand associations more than nondistracting positive stimuli and neutral stimuli (Experiment 2 and 3). The prevention of negative brand associations was caused by the distractive properties of humor. Irrespective of resistance, the positive affect engendered by humor enhanced positive brand associations. Experiment 3 showed that distraction and positive affect in humor uniquely contribute to brand preference. Together, these results illustrate that the effect of humor on resistance follows a two-step process: humor forestalls the development of negative brand associations because of its distractive properties (cognitive mechanism), and engenders positive brand associations because of its positive emotional outcomes (affective mechanism). These effects of humor on brand associations jointly promote brand preference.     

Humor in the Eye Tracker: Attention Capture and Distraction from Context Cues

The humor effect refers to a robust finding in memory research that humorous information is easily recalled, at the expense of recall of nonhumorous information that was encoded in close temporal proximity. Previous research suggests that memory retrieval processes underlie this effect. That is, free recall is biased toward humorous information, which interferes with the retrieval of nonhumorous information. The present research tested an additional explanation that has not been specifically addressed before: Humor receives enhanced attention during information encoding, which decreases attention for context information. Participants observed humorous, nonhumorous positive, and nonhumorous neutral texts paired with novel consumer brands, while their eye movements were recorded using eye-tracker technology. The results confirmed that humor receives prolonged attention relative to both positive and neutral nonhumorous information. This enhanced attention correlated with impaired brand recognition.     

Happiness increases distraction by auditory deviant stimuli

Rare and unexpected changes (deviants) in an otherwise repeated stream of task‐irrelevant auditory distractors (standards) capture attention and impair behavioural performance in an ongoing visual task. Recent evidence indicates that this effect is increased by sadness in a task involving neutral stimuli. We tested the hypothesis that such effect may not be limited to negative emotions but reflect a general depletion of attentional resources by examining whether a positive emotion (happiness) would increase deviance distraction too. Prior to performing an auditory‐visual oddball task, happiness or a neutral mood was induced in participants by means of the exposure to music and the recollection of an autobiographical event. Results from the oddball task showed significantly larger deviance distraction following the induction of happiness. Interestingly, the small amount of distraction typically observed on the standard trial following a deviant trial (post‐deviance distraction) was not increased by happiness. We speculate that happiness might interfere with the disengagement of attention from the deviant sound back towards the target stimulus (through the depletion of cognitive resources and/or mind wandering) but help subsequent cognitive control to recover from distraction.     

Attentional biases toward humor: Separate effects of incongruity detection and resolution

Previous research has indicated that the comprehension of humor involves two stages: incongruity detection and incongruity resolution. However, little is known about the temporal parameters of these stages and the degree to which they influence attentional processing. In the current study, 155 participants completed a dot-probe task to examine these questions. On each trial, humor versus control, novel (incongruent but not humorous) versus control, or neutral versus neutral image pairs were presented for 300, 400, or 500 ms. A probe immediately replaced the experimental image (valid trial) or control image (invalid trial). An attentional bias toward humor and novelty by 300 ms was shown by faster probe-detection reaction times (RTs) on valid compared to invalid humor and novel trials for all three exposure times. When compared to the neutral trials, humor and novel stimuli elicited slower RTs, indicating a difficulty in attentional disengagement. An exploratory analysis found that subjective humor ratings predicted the disengagement bias at 500 ms, but not at 400 or 300 ms. These results suggest that incongruity detection biases attention by 300 ms, whereas incongruity resolution may only contribute at 500 ms.     

企业幽默能否化解消费者抱怨:幽默类型与关系范式的匹配

幽默可以促进沟通效果,实践中许多企业运用幽默来回应消费者抱怨。然而既有文献对于幽默能否以及如何有效化解抱怨缺乏系统深入的研究。本文则基于良性冲突理论与关系范式理论探究了企业幽默式抱怨回应策略对不同关系范式下消费者的影响。通过二手数据分析和实验法,本文发现:对于唤醒度较低的负面情感导致的消费者抱怨,企业幽默(相较于非幽默)的抱怨回应策略更有助于改善消费者品牌态度;而且,不同类型的幽默化回应作用不同,自强型幽默的抱怨回应对改善共有关系范式下消费者品牌态度更有效,自嘲型幽默的抱怨回应则有助于改善共有和交易关系范式下消费者的品牌态度;幽默回应策略与关系范式通过影响消费者的良性评价而作用于品牌态度。     

The effect of a shared humorous experience on closeness in initial encounters

Randomly paired same‐sex strangers (N = 96) participated in a series of structured interactions systematically manipulated to either create or not create a shared humorous experience. They then completed measures of feelings of closeness to their interaction partner. Consistent with hypotheses derived from personal relationships and humor theories, there was a significant effect of humor on closeness. This effect was significantly partially mediated by self‐expansion and distraction from the discomfort of the first encounter, but not by self‐disclosure/acceptance. The effect was significantly moderated by trait sense of humor and marginally moderated by anxious attachment style (such that the effect was greater for those high in trait sense of humor and high in anxious attachment). A predicted moderation by avoidant attachment was not significant.     

The effects of humor-induced arousal upon aggressive behavior

The present experiment attempted to reconcile previous results in the area of humor and aggression. It was hypothesized that humor serves two functions, arousal and attentional shift, with regard to its influence on the relation of prior anger arousal and aggression. As a test of this assumption, subjects in the present experiment were subjected to three forms of humor (high arousing, low arousing, nonhumor) after being angered or treated in a neutral manner by a confederate. In an analysis on subsequent aggression toward the confederate, it was found that female subjects reduced their aggression after exposure to low arousing humor while maintaining aggression at a high level for high arousing stimuli. Male subjects were not influenced by humor exposure. Possible reasons for this sex difference are examined in light of the arousal and attentional shift properties of humorous stimuli.     

Effect of alcoholic intoxication on the appreciation of different types of humor

Male subjects were placed into one of three intoxication conditions (no ethanol, low dose, high dose) and were exposed to humorous segments from television programs. During manifest intoxication or the corresponding period in the no-intoxication control condition, they were exposed, in a balanced order, to a segment containing blunt (i.e., unsophisticated, raw) humor and to a segment containing subtle (i.e., sophisticated, refined) humor. Subjects' facial reactions to the humorous stimuli were unobtrusively recorded and later analyzed by judges who were naive about the experimental conditions. Subjects also rated the funniness of the segments. The perceived funniness of blunt humor was found to increase with ethanol intoxication. For subtle humor, in contrast, perceived funniness was found to decrease with intoxication. This divergent interaction of reported humor appreciation was less apparent in the analysis of facial expressiveness. Although correlations between ratings and aspects of facial expression were generally positive, clearly corroborative support for the humor appraisals was found only in the frequency of smiles in response to subtle humor.     

Driver performance effects of simultaneous visual and cognitive distraction and adaptation behavior

Driver distraction has become a major concern for transportation safety due to increasing use of infotainment systems in vehicles. To reduce safety risks, it is crucial to understand how fundamental aspects of distracting activities affect driver behavior at different levels of vehicle control. This study used a simulator-based experiment to assess the effects of visual, cognitive and simultaneous distraction on operational (braking, accelerating) and tactical (maneuvering) control of vehicles. Twenty drivers participated in the study and drove in lead-car following or passing scenarios under four distraction conditions: without distraction, with visual distraction, with cognitive distraction, and with simultaneous distraction. Results revealed higher perceived workload for passing than following. Simultaneous distraction was most demanding and also resulted in the greatest steering errors among distraction conditions during both driving tasks. During passing, drivers also appeared to slow down their responses to secondary distraction tasks as workload increased. Visual distraction was associated with more off-road glances (to an in-vehicle device) and resulted in high workload. Longer headway times were also observed under visual distraction, suggesting driver adaptation to the workload. Similarly, cognitive distraction also increased driver workload but this demand did not translate into steering errors as high as for visual distraction. In general, findings indicate that tactical control of a vehicle demands more workload than operational control. Visual and cognitive distractions both increase driver workload, but they influence vehicle control and gaze behavior in different ways.     

Roles of cognitive load and self-relevance during emotional information searching on decision-making

Older adults have been found to favor positive stimuli over negative stimuli; further, developing a negative preference may be a cognitively demanding process. In the present study, we focused on the joint effects task self-relevance and cognitive load have on older adults' emotional information preferences when performing decision-making. To examine this, we used multi-attribute decision tasks and process-tracing procedure to measure their searching process. The study composed of a 2 (age: young/old) × 2 (cognitive load: load/non-load) × 3 (attribute valence: positive/neutral/negative) × 3 (task self-relevance: high/medium/low) mixed design. Sixty-one young adults and 62 older adults viewed 5 (alternatives) × 5 (attributes) decision matrices that contained positive, negative, and neutral information, with the total views and mean time spent viewing each different valence (positive, negative, and neutral information) set as dependent variables. The results indicated that both young and old adults have no emotional information preference in regard to self-relevance. When under no cognitive load, both positive and negative information were viewed more than neutral information; however, under cognitive load, preference for negative information decreased; this effect size was more robust in older adults. There was also a main effect of self-relevance on total views and mean checking time, with attributes concerning higher self-relevance tasks being more likely to attract attention. Older adults exhibited a consistent hedonic focus, even in highly self-relevant contexts; however, this effect disappeared under cognitive load. Overall, the findings suggest that cognitive resources play an important role in emotional information processing during decision processes.     

Modelling the Direct and Indirect Effects of Positive Emotional and Cognitive Traits and States on Social Judgements

It was hypothesised that positive affective states and situational information-processing demands would differentially influence the favourability of social judgements of a target social group. These hypothesised direct effects on social judgements were subsequently incorporated into a broader statetrait model of the social judgement process, whereby direct and indirect effects of personality and cognitive traits, along with positive affective states and information-processing demands (i.e. cognitive state), were also hypothesised to influence social judgements. Three hundred and eight subjects reported their trait levels of introversion-extraversion and need for cognition, and were subsequently induced into an affective state (content, happy, surprise, or neutral) and a cognitive state (heuristic or substantive information processing). Results indicated that study participants who were manipulated into either a content or a happy affect state made more positive judgements about the target group than study participants who were manipulated into either a surprised or a neutral state. Moreover, when the cognitive demands of the situation were low, a cognitive trait (need for cognition) and the affective state directly influenced the social judgement. H owever, when the cognitive demands of the situation were high, only an indirect effect of affective state through a cognitive state influenced the social judgement. Discussion focused on the components of the state-trait model of the social judgement process as it applies to positive affective states.     

Positive emotion impedes emotional but not cognitive conflict processing

Cognitive control enables successful goal-directed behavior by resolving a conflict between opposing action tendencies, while emotional control arises as a consequence of emotional conflict processing such as in irony. While negative emotion facilitates both cognitive and emotional conflict processing, it is unclear how emotional conflict processing is affected by positive emotion (e.g., humor). In 2 EEG experiments, we investigated the role of positive audiovisual target stimuli in cognitive and emotional conflict processing. Participants categorized either spoken vowels (cognitive task) or their emotional valence (emotional task) and ignored the visual stimulus dimension. Behaviorally, a positive target showed no influence on cognitive conflict processing, but impeded emotional conflict processing. In the emotional task, response time conflict costs were higher for positive than for neutral targets. In the EEG, we observed an interaction of emotion by congruence in the P200 and N200 ERP components in emotional but not in cognitive conflict processing. In the emotional conflict task, the P200 and N200 conflict effect was larger for emotional than neutral targets. Thus, our results show that emotion affects conflict processing differently as a function of conflict type and emotional valence. This suggests that there are conflict- and valence-specific mechanisms modulating executive control.     

The cognitive locus of distraction by acoustic novelty in the cross-modal oddball task

Unexpected stimuli are often able to distract us away from a task at hand. The present study seeks to explore some of the mechanisms underpinning this phenomenon. Studies of involuntary attention capture using the oddball task have repeatedly shown that infrequent auditory changes in a series of otherwise repeating sounds trigger an automatic response to the novel or deviant stimulus. This attention capture has been shown to disrupt participants' behavioral performance in a primary task, even when distractors and targets are asynchronous and presented in distinct sensory modalities. This distraction effect is generally considered as a by-product of the capture of attention by the novel or deviant stimulus, but the exact cognitive locus of this effect and the interplay between attention capture and target processing has remained relatively ignored. The present study reports three behavioral experiments using a cross-modal oddball task to examine whether the distraction triggered by auditory novelty affects the processing of the target stimuli. Our results showed that variations in the demands placed on the visual analysis (Experiment 1) or categorical processing of the target (Experiment 2) did not impact on distraction. Instead, the cancellation of distraction by the presentation of an irrelevant visual stimulus presented immediately before the visual target (Experiment 3) suggested that distraction originated in the shifts of attention occurring between attention capture and the onset of the target processing. Possible accounts of these shifts are discussed.     

How do social fears in adolescence develop? Fear conditioning shapes attention orienting to social threat cues

Social fears emerging in adolescence can have negative effects on emotional well-being. Yet the mechanisms by which these risks occur are unknown. One possibility is that associative learning results in fears to previously neutral social stimuli. Such conditioned responses may alter subsequent processing of social stimuli. We used a novel conditioning task to examine how associative processes influence social fear and attention orienting in adolescents. Neutral photographs were paired with socially rewarding or aversive stimuli during conditioning; a dot-probe task then assessed biases in attention orienting. The social conditioning task modified subjective ratings of the neutral stimuli. Moreover, for the neutral stimulus that was paired with the aversive stimulus, the strength of conditioning showed a relationship with subsequent attentional vigilance. The findings elucidate mechanisms by which negative peer experiences during adolescence may affect emotional processing.     

How do social fears in adolescence develop? Fear conditioning shapes attention orienting to social threat cues

Social fears emerging in adolescence can have negative effects on emotional well-being. Yet the mechanisms by which these risks occur are unknown. One possibility is that associative learning results in fears to previously neutral social stimuli. Such conditioned responses may alter subsequent processing of social stimuli. We used a novel conditioning task to examine how associative processes influence social fear and attention orienting in adolescents. Neutral photographs were paired with socially rewarding or aversive stimuli during conditioning; a dot-probe task then assessed biases in attention orienting. The social conditioning task modified subjective ratings of the neutral stimuli. Moreover, for the neutral stimulus that was paired with the aversive stimulus, the strength of conditioning showed a relationship with subsequent attentional vigilance. The findings elucidate mechanisms by which negative peer experiences during adolescence may affect emotional processing.     

How distraction affects pedestrian response: Evidence from behavior patterns and cortex oxyhemoglobin changes

ObjectivesDistracted walking is a major cause of pedestrian road traffic injuries, but little is known about how distraction affects pedestrian safety. The study was designed to explore how visual and auditory distraction might influence pedestrian safety.MethodsThree experiments were conducted to explore causal mechanisms from two theoretical perspectives, increased cognitive load from the distraction task and resource competition in the same sensory modality. Pedestrians’ behavior patterns and cortex oxyhemoglobin changes were recorded while they performed a series of dual tasks.ResultsFour primary results emerged: (a) participants responded more slowly to both visual and auditory stimuli in traffic, as well as walked more slowly, while talking on the phone or text messaging compared to when undistracted or listening to music; (b) when participants completed pedestrian response tasks while distracted with a high cognitive load, their response was significantly slower and poorer than when they carried out a lower cognitive load distraction task, (c) participants had higher levels of oxy-Hb change in cortices related to visual processing and executive function while distracted with a higher cognitive load; and (d) participants' responses to traffic lights were slower and resulted in a higher activation in prefrontal cortex and occipital areas when distracted by a visual distraction task compared to when distracted with an auditory task; similarly, brain activation increased significantly in temporal areas when participants responded to an auditory car horn task compared to when they responded to visual traffic lights.ConclusionsBoth distracting cognitive load demands and the type of distraction task significantly affect young adult pedestrian performance and threaten pedestrian safety. Pedestrian injury prevention efforts should consider the effects of the type of distracting task and its cognitive demands on pedestrian safety.     

Divergent effects of different positive emotions on moral judgment

Positive emotions are often treated as relatively similar in their cognitive-behavioral effects, and as having unambiguously beneficial consequences. For example, Valdesolo and DeSteno (2006) reported that a humorous video made people more prone to choose a utilitarian solution to a moral dilemma. They attributed this finding to increased positive affect. To determine whether such results actually stem in general from positive affect or from other more specific properties of humor, we conducted an experiment with moral dilemmas presented during an interleaved emotion-induction procedure involving mirth and another positive emotion, elevation. Mirth increased permissiveness for deontological violations, whereas elevation had the opposite effect. Furthermore, affective valence had no apparent independent influence on these judgments. Our results suggest that mirth and elevation have distinct cognitive consequences whose properties reflect their respective social functions, not their shared positive valence.     

Approach-motivated positive affect reduces breadth of attention

Research has found that positive affect broadens attention. However, these studies have manipulated positive affect that is low in approach motivation. Positive affect that is high in approach motivation should reduce the breadth of attention, as organisms shut out irrelevant stimuli as they approach desired objects. Four studies examined the attentional consequences of approach-motivated positive-affect states. Results were consistent with predictions. Participants showed less global attentional focus after viewing high-approach-motivating positive stimuli than after viewing low-approach-motivating positive stimuli (Study 1) or neutral stimuli (Study 2). Study 3 found that greater trait approach motivation resulted in less global attentional focus after participants viewed approach-motivating positive stimuli. Study 4 manipulated affect and approach motivation independently. Greater approach-motivated positive affect caused lower global focus. High-approach-motivated positive affect reduces global attentional focus, whereas low-approach-motivated positive affect increases global attentional focus. Incorporating the intensity of approach motivation into models of positive affect broadens understanding of the consequences of positive affect.     

The Use of Humor with Chronic Schizophrenic Patients

The use of a humorous therapeutic approach combined with drug therapy in the treatment of chronic schizophrenia patients institutionalized for protracted periods of time led to positive changes in their symptoms. The majority of the patients responded well to humorous interpretations. The patients felt that they had the option of adopting the doctor's humorous manner. This approach appealed to them and raised self-esteem; they likewise gained confidence in their own ability to form judgments. They cooperated better with the doctor in issues pertaining to treatment. The fact that humor made an impact on the patients' cognition demonstrated that patients with disturbed thought processes could be influenced in ways which improved coping. The patients' condition was evaluated according to the BPRS scale, before the treatment, on a monthly basis during the treatment, and three months upon the completion of the experiment. In the course of the experiment, pharmacological treatment remained unchanged. On the average, a perceptible reduction in the BPRS value (p < .05) was detected as a result of humor therapy. Amusing representations of affective external stimuli were incorporated into the patients' cognition and, along with a newly gained awareness of the possibility of relating to them with humor, were retained long after the termination of the project.     

Memory for humorous cartoons

Incidental memory for three types of cartoons was compared: original cartoons, literal translations of the originals, and weird cartoons created by inserting incongruous material into the literal translations. In Experiment 1, the three types of cartoons were mixed together in lists. In Experiment 2, each list contained only two cartoon types. In both experiments, original cartoons were remembered better than the literal and the weird cartoons, whereas the literal and the weird cartoons were equally well remembered. The detection of incongruities, or attempts to resolve those incongruities, cannot adequately explain the observed humor effects. The results were also inconsistent with both rehearsal and distinctiveness interpretations. Rather, humor per se appears to support good memory performance. Perhaps participants elaborated or gave sustained attention to humorous material at the expense of less humorous material.