Business and Management INK

‘Wow, That Was Funny’: Humor Delivers the Message

May 11, 2013 949

There is no doubt that humor captures people’s attention. For social marketers, who aim to change individuals’ behavior in order to achieve social good, humor can aid in effective messaging on sensitive health topics when other methods fail. Take this study from the current issue of Social Marketing Quarterly, which aimed to prevent unwanted pregnancies in young women age 18 to 30 with a campaign known as “Avoid the Stork”:

SMQ_v19n2_72ppiRGB_150pixWIn a sample of college students (n ¼ 594), cross-sectional survey results indicated that campaign exposure and humor were significant predictors of talking with and/or showing the campaign to others. Based on our results, we suggest that campaign practitioners should consider humor-based campaigns as a way to generate not only exposure-based effects but also conversation-based effects. Specifically, humorbased campaigns can increase the reach of a campaign through sharing.

Click here to read the article, “‘Wow, That Was Funny’’: The Value of Exposure and Humor in Fostering Campaign Message Sharing” in the June issue of Social Marketing Quarterlyand stay current by signing up for e-alerts about new research from the journal.

Business and Management INK puts the spotlight on research published in our more than 100 management and business journals. We feature an inside view of the research that’s being published in top-tier SAGE journals by the authors themselves.

View all posts by Business & Management INK

Related Articles

Challenging, But Worth It: Overcoming Paradoxical Tensions of Identity to Embrace Transformative Technologies in Teaching and Learning
Business and Management INK
March 27, 2024

Challenging, But Worth It: Overcoming Paradoxical Tensions of Identity to Embrace Transformative Technologies in Teaching and Learning

Read Now
Data Analytics and Artificial Intelligence in the Complex Environment of Megaprojects: Implications for Practitioners and Project Organizing Theory
Business and Management INK
March 21, 2024

Data Analytics and Artificial Intelligence in the Complex Environment of Megaprojects: Implications for Practitioners and Project Organizing Theory

Read Now
Putting People at the Heart of the Research Process
Business and Management INK
March 20, 2024

Putting People at the Heart of the Research Process

Read Now
Coping with Institutional Complexity and Voids: An Organization Design Perspective for Transnational Interorganizational Projects
Research
March 19, 2024

Coping with Institutional Complexity and Voids: An Organization Design Perspective for Transnational Interorganizational Projects

Read Now
Empowering David: How Smaller Firms Reconfigure National Dependency on Foreign Multinationals in the Era of Disruptive Technological Change

Empowering David: How Smaller Firms Reconfigure National Dependency on Foreign Multinationals in the Era of Disruptive Technological Change

In this article, Sonja Avlijaš, Pavle Medić, and Kori Udovički reflect on foreign direct investment (FDI) and the way it impacts the development of political economies.

Read Now
The Complexities of Making Key Career Decisions

The Complexities of Making Key Career Decisions

practice. Career decision-making is a process that is difficult to analyze because it is much more complex than selecting the best option in a one-off choice.

Read Now
Revolutionizing Management Research with Immersive Research Methods

Revolutionizing Management Research with Immersive Research Methods

In this article, Anand van Zelderen, Nicky Dries, and Elise Marescaux reflect on their decision to explore nontraditional research.

Read Now
0 0 votes
Article Rating
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

0 Comments
Inline Feedbacks
View all comments