Relationships among affective and cognitive factors in humor

Wicker, Frank W.; Thorelli, Irene M.; Barron, William L.; Ponder, Marguerite R

doi:10.1016/0092-6566(81)90033-7

Cited by 36 publications

(12 citation statements)

References 8 publications

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“…To date, the incongruity model has received considerable attention in psychology (cf. Suls 1972;Wicker et al 1981) and linguistics (cf Raskin 1985). However, only Speck (1991) and Alden and Hoyer (1993) appear to have applied this model in an advertising context.…”

Section: Study Two: Discussionmentioning

confidence: 99%

The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

Alden¹,

Mukherjee²,

Hoyer³

2000

Journal of Advertising

217

144

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Few studies have tested models incorporating cognitive as well as affective mechanisms that help explain different levels ofperceived humorousness in advertising (cf Alden and Hoyer 1993;Speck 1991). In the first of two studies, an extended incongruity resolution model of humor perception in television advertising is proposed and tested. In that test, schema familiarity is found to moderate surprise resulting from ad content incongruity. Furthermore, playfulness of the ad, ease of resolution of the incongruity in the ad and warmth created by the ad moderate the effects of surprise on humor. Thus, surprise appears to be a necessary, but not sufficient, condition for humor in television advertising. In the second study, the role of surprise in generating humor is examined in more detail. Specifically, evidence supports the hypothesis that, following exposure to incongruity, surprise can be transformed into diverse affective outcomes such as fear and humor depending on the presence of different contextual moderators. Implications of the overall model are discussed from both theoretic and applied perspectives and directions for future research are suggested.

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Section: Study Two: Discussionmentioning

confidence: 99%

The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

Alden¹,

Mukherjee²,

Hoyer³

2000

Journal of Advertising

217

144

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“…Humor is an ad feature likely to put people in a good mood. Wicker et al (1981) found a number of emotion-related scales to be significantly correlated with perceived funniness. Olson and Roese (1995) found support for the contention that perceivers use their own reactions to humorous stimuli (e.g., mirth), together with information about the environment, to infer the emotion-eliciting qualities of humor.…”

Section: Humor's Effects On Processing and Outcome Variablesmentioning

confidence: 95%

When Does Humor Enhance or Inhibit Ad Responses? - The Moderating Role Of The Need For Humor

Cline¹,

Altsech²,

Kellaris³

2003

Journal of Advertising

140

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“…Nevertheless, research aimed at differentiating the motivational from the cognitive has had mixed success (Gavanski 1986;Wicker et al 1981). For example, Kuhlman (1985) did not find an increase in the rating of exam jokes relative to "taboo" jokes when both were given during an exam.…”

Section: Introductionmentioning

confidence: 93%

Sex and salience in the appreciation of cartoon humor

Derks¹,

Arora²

1993

Humr

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In two related experiments cartoons were selectedas high or low in sexuality and high or low in rated humor. Matched sets of these cartoons were presented to prime a specific humor context thenfollowed by a different sei with characteristics that contrasted with the first. The participants, 265 females and 171 males in the first study and 311 females and 243 males in the second study, judged the funniness of the cartoons on a scale from 0 (not funny at all) to 20 (one of the funniest ever seen). Humor ratings were relatively unmodifiedfollowing sexual cartoons, although males showed a consistent tendency to rate sexual material (female deprecating) äs funnier. Cartoon ratings were influenced by innocent contexts. These results suggest that content (sex) and structure (quality or incongruity) can be made salient to different degrees. Furthermore, this procedure couldbe used to study the relation between incongruity and quality.

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Relationships among affective and cognitive factors in humor

Cited by 36 publications

References 8 publications

The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

When Does Humor Enhance or Inhibit Ad Responses? - The Moderating Role Of The Need For Humor

Sex and salience in the appreciation of cartoon humor

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