How humor can promote central-route persuasion: The role of ambivalence

Abstract

Persuasion researchers generally assume that humor encourages peripheral-route processing which only produces attitude change in low-involvement contexts. This assumption is based on the idea that humor elicits a positive feeling of levity that undermines message elaboration. A closer look, however, suggests that humor is two-sided and often provokes incompatible emotions of sadness and joy, envy and malice, or shame and pride. Research on ambivalence illustrates that the experience of mixed feelings mobilises effortful information processing. Based on these notions, I propose that to the extent humor elicits ambivalence, it encourages central-route processing and high-involvement persuasion. I first review an extensive research line illustrating the persuasive role of one-sided (i.e. purely positive) humor in advertising low-involvement products. I review studies showing that one-sided humor only persuades in low-involvement contexts, not in high-involvement contexts. Then, I provide preliminary evidence for the central idea that two-sided humor (i.e. humor that elicits both positive and negative feelings) elicits effortful information processing and promotes high-involvement persuasion. The reviewed studies draw from a variety of persuasion contexts, ranging from advertising to political satire to stage comedy. Together, the findings suggest that the range of persuasion contexts where humor can be fruitfully applied extends beyond low-involvement messages. Humor may evoke critical thought and contemplation, guiding people into awareness and attitude change towards important issues. I end with open questions and exciting avenues for future research.