It’s No Laughing Matter: The Use of Ironic vs. Sarcastic Humor in Health Messages

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

This research examines the persuasive effects of humor appeals in health messages and the potential differential effects of ironic vs. sarcastic humor. Findings of a controlled experiment (N = 303) suggested that sarcastic messages, as compared to non-humorous messages, resulted in less negative affect, more counterarguing, and decreased perceived argument strength. Ironic messages led to more counterarguing than non-humorous messages. Significant differences in counterarguing, perceived argument strength, and attitudes toward the risky behavior were also detected between the two humor types. Mediation analyses indicated that message type had an indirect effect on attitudes toward the risky behavior through negative affect and counterarguing. Theoretical and practical implications are discussed.

Authors

• Irina Alexandra Iles, U of Maryland

• Xiaoli Nan, U of Maryland