Iles Irina Alexandra, Nan Xiaoli
a Department of Communication , University of Maryland , College Park , Maryland , USA.
Health Mark Q. 2017 Jul-Sep;34(3):187-201. doi: 10.1080/07359683.2017.1346432. Epub 2017 Jul 13.
We examined the persuasive effects of ironic and sarcastic versus no humor appeals in health messages and the potential differential effects of ironic versus sarcastic humor. Findings of a controlled experiment (N = 303) suggested that sarcastic messages, as compared to no humor messages, resulted in less negative affect, more counterarguing, and decreased perceived argument strength. Ironic messages led to more counterarguing than no humor messages. Significant differences in counterarguing, perceived argument strength, and attitudes toward the risky behavior were detected between the two humor types. Counterarguing mediated the indirect effect of message type on attitudes toward the risky behavior.
我们研究了健康信息中具有讽刺和挖苦意味的幽默诉求与无幽默诉求相比所产生的说服效果，以及讽刺性幽默与挖苦性幽默可能存在的差异效果。一项对照实验（N = 303）的结果表明，与无幽默信息相比，挖苦性信息会导致较少的负面影响、更多的反驳以及感知到的论据强度降低。讽刺性信息比无幽默信息引发了更多的反驳。在两种幽默类型之间，反驳、感知到的论据强度以及对危险行为的态度存在显著差异。反驳介导了信息类型对危险行为态度的间接影响。
