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

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.

This entry was posted in Social Marketing and tagged , , , by Cynthia Nalevanko, Editor, Management INK. Bookmark the permalink.

About Cynthia Nalevanko, Editor, Management INK

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 900 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, and Washington DC, our publishing programme includes more than 560 journals and over 800 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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