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Humor and Persuasion

Humor and Persuasion. Mitch Earleywine , Ph.D. $43,000,000,000. Health Relationships Creativity Talent Negotiation Persuasion*. What humor can do. Attention (Initial and sustai Memory (recognition and r Liking (ad and brand) Purchasing intention. Type Relevance Style Audience

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Humor and Persuasion

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  1. Humor and Persuasion Mitch Earleywine, Ph.D.

  2. $43,000,000,000

  3. Health • Relationships • Creativity • Talent • Negotiation • Persuasion*

  4. What humor can do • Attention (Initial and sustai • Memory (recognition and r • Liking (ad and brand) • Purchasing intention

  5. Type • Relevance • Style • Audience • Product

  6. Models Offense Insanity not required

  7. How does it work?

  8. TELIC PARA-TELIC

  9. Incongruity “I haven’t slept for two weeks.”

  10. Incongruity • “…because that would be too long!”

  11. Set up generates expectation Punch fit? No Laugh Incongruity Explanation possible? Nonsense Mirthful laughter Yes No (Surprise!) No Yes

  12. “The punch line triggers the switch from one script to the other by making the hearer backtrack and realize that a different interpretation was possible from the very beginning.”Attardo and Raskin, 1991

  13. One thing seen two different ways

  14. Greg Dean’s Approach • Set up first story • Target assumption • Connector • Reinterpretation • Second Story • Punch

  15. I haven’t slept for two weeks • 1ST STORY ASSUMPTION: “He hasn’t slept at any time in the last 14 days.” • 2ND STORY (generated by punch): “He means that he hasn’t slept for 14 days consecutively.” • CONNECTOR: “for”

  16. Creativity REFRAME Insight

  17. On the other hand... - Steven Wright

  18. On the other hand… • 1ST STORY ASSUMPTION: “He’s using an expression to bring up a counterpoint.” • 2ND STORY (generated by punch): “He means his other hand, literally.” • CONNECTOR: “hand” on “on the other hand”

  19. Your turn The first thing that strikes a stranger in New York is…

  20. Your turn • I played golf the other day and broke 70. … • For years my husband and I were deliriously happy… • I'd like to introduce a man with a lot of charm, talent, and wit…

  21. Nonsense • Incongruity unresolved • AUDIENCE? Best for extraverted sensation seekers, high in openness • PRODUCTS? The low risk ones that they like: beer, coffee, energy drinks, desserts

  22. Nonsense MOO!

  23. Relevance

  24. Higher and lower humor • Higher and lower “relatedness”

  25. RELEVANCE Video 1

  26. RELEVANCE Video 2

  27. Round Table Question How would you apply this to your business, and what are the risks?

  28. Relevance mediated by attention and mood.

  29. STYLE

  30. Humor Styles:RELATIONSHIPS

  31. Genuineness Empathy warmth Affiliative Humor

  32. LAMP • Incongruity/Resolved • Nonsense • Relevance • Affiliative style

  33. Who likes what? Incongruity-Resolution Nonsense Openness Extraversion Sensation Seeking • Neuroticism • Religious Fundamentalism • Authoritarianism

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