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Humor and Persuasion Mitch Earleywine, Ph.D.
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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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What humor can do ,[object Object],[object Object],[object Object],[object Object]
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[object Object],[object Object],[object Object],[object Object],[object Object]
Models Offense Insanity not required
How does it work?
TELIC PARA-TELIC
Incongruity ,[object Object]
Incongruity ,[object Object]
No Yes Yes No (Surprise!) Set up generates expectation Punch fit? No Laugh Incongruity Explanation possible? Nonsense
โ€œ The punch line triggers the switch from    one script to the other by making the    hearer backtrack and realize that a    different interpretation was possible    from the very beginning.โ€ Attardo and Raskin, 1991
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One thing seen two different ways
Greg Deanโ€™s Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
I havenโ€™t slept for two weeks ,[object Object],[object Object],[object Object]
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Creativity REFRAME Insight
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On the other handโ€ฆ ,[object Object],[object Object],[object Object]
Your turn ,[object Object]
Your turn ,[object Object],[object Object],[object Object]
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Nonsense ,[object Object],[object Object],[object Object]
Nonsense  MOO!
Relevance
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[object Object],[object Object]
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RELEVANCE VIDEO 1
RELEVANCE VIDEO 2
Round Table Question How would you apply this to your business, and what are the risks?
Relevance mediated by attention and mood.
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Humor Styles:RELATIONSHIPS Tone Target POSITIVE NEGATIVE SELF Self-Enhancing Self-Defeating* OTHERS Affiliative** Aggressive
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[object Object],[object Object],[object Object],[object Object],[object Object]
Who likes what? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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Buying what? Functional  Expressive  High Risk Big Tools (White)* Large appliances Family Cars Insurance Big Toys (Red) Fashions Sports Cars Jewelry Low Risk Little Tools (Blue) Gasoline Cleaners Regular food Treats (Yellow) ** Beer COFFEE Desserts
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Cialdiniโ€™s Big Six ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Humor and its Role in Persuasion