A common saying in this day in age is, “Laughter is the best medicine.” In fact, research has proven that, “Laughter can be explained by the fact that it triggers the release of endorphins and serotonin which are the feel good hormones that create feelings of euphoria, love and happiness” (LeMouse, 2010).
So we know that laughter makes the body and mind feel good, but the question remains how does humor effect persuasion?
Humor aids the persuasion process by enhancing the mood of the persuadee, finding a common ground between the persuader and the persuadee, and creating trust between the messenger and the receivers. Through detailed explanations of the effectiveness of humor and persuasion, and an exploration of persuasion theories, the usefulness of humor and persuasion will become apparent.
Laughter is known to relax the body of stress and anger (LeMouse, 2010). When a person is without tension their mood is up and their guard is down. Humor is a common trait used by most humans, so by incorporating humor into persuasion allows for the receiver to feel more connected to the persuader. Salesmen, for example have a stereotype that they will do anything to “get the sale.” With this in mind, when the average consumer has to work with a salesman to get a desired item, a lot of times the buyer is skeptical of what the salesman is saying because of their pre conceived stereotypes. It then becomes the salesman’s job to ease the negative notions that the buyer has come in with. One way of doing this is by using humor as a way to calm the general mood. Once the buyer is laughing and the endorphins are flowing, then his disposition has increased. This will allow for the salesman to proceed with his persuasive attempts without looking too eager, aggressive, or scary. Humor breaks down barriers. Research has proven that, “People who are in a good mood are less likely to disagree with a persuasive message” (Lyttle, 2001). Therefore, by increasing the mood of the buyer with a little humor, the buyer is more likely to purchase the salesman’s product.
Humor is a common trait used by almost all humans. Anytime that a persuader can make the persuadee feel like there is universal ground between the two of them, the better chance he has of persuading. We all like that feeling of comfort we get when we find someone else has similar beliefs as us. Maybe the persuader is not just like us, but he has a similar sense of humor, which is very endearing. “In particular, the choice of humor might illustrate a shared sense of humor that hints at a similar set of underlying values” (Lyttle, 2001). Once that common ground is established, dialogue between the persuader and the persuadee is more likely to begin. With healthy conversation brings the chance for the persuader to work their magic.
Establishing trust is perhaps the most important aspect of using humor in persuasion. I will use the example of the salesman and the consumer again. Once the salesman engages with the consumer is a humorous manner, he is no longer intimidating. The salesman has the customer laughing and smiling and now he has become more real to the buyer. The whole idea of the aggressive salesman that the buyer had coming into this experience begins to fade away and he seems like a normal guy. Perhaps he is even the kind of guy you would be friends with in another circumstance. It seems obvious how this kind of relationship can benefit the persuader, who in this case is the salesman. With humor comes comfort. With comfort comes a more calming environment. With that environment the costumer feels more eager to buy.
Humor does not always have to be used in verbal forms. Jokes can sometimes be misinterpreted; funny stories can be taken the wrong way, etc. The use of non verbal communication can enhance verbal communication. Through funny body movements, expressions, and sounds, non verbal communication can be just as funny as a joke. Or it can help aid the joke to an even funnier punch line. Some people process information better through aural, while other’s through visual. If one is attempting to use humor in persuasion with a person who is a visual learner, than incorporating non verbal movements could help them relate and understand the humor better. “Part of persuasion immediacy is bodily animation” (Seiter & Gass, 2004, p. 169). Covering all ways to establish trust with the attempted persuadee is important. The use of verbal and non verbal forms of communication aids in covering more ground.
Are there risks when using humor in persuasion? Of course there are. There is risk with just about anything we do in life, but what is reward without a little risk? The biggest peril when using humor in persuasion is targeting the appropriate audience for the humor that is being used. For example, one would not want to tell a joke about a priest and a rabbi when the audience is a fanatic church attendee. The secret is to be in tune with the audience. The key to this is reading people properly. If a person uses sarcasm is their conversation, than chances are mirroring that behavior will be effective. Perhaps we try at a joke, and if the audience does not respond with laughter, then we have learned that jokes are not the right type of humor for this particular person. Perhaps they like subtle humor better. Testing the waters with humor is important. We do not want our audience to take something the wrong way or be offended because then the chances of persuading them goes way down. The way to be successful with humor is to be aware of the people we are talking with and trying to make laugh.
Understanding the concepts of persuasion theories helps us to understand how humor and persuasion go together by examining the strength and weaknesses. The Expectancy Violation Theory explains how individuals have a general idea of the way other people are supposed to act, and when those ideas are violated it catches them off guard (Seiter & Gass, 2004, p. 56). This theory focus’s a lot on perception. If the receiver perceives the messenger’s odd behavior in a positive way than it can enhance the chances of persuasion. Much to the contrary if the behavior is taken negatively. So how can this theory relate to humor in persuasion? Humor is not an expected trait, but it is a likeable one. With that in mind, if the salesman (to continue with the example from above) makes an excellent first impression with his potential client with the use of humor, then this striking behavior can assist in his attempt to persuade. “When perceptions are positive, that is, when sources are perceived as credible, attractive, or likeable, sources may be more persuasive when violating expectations than when behaving in accordance with expectations” (Seiter & Gass, 2004, p. 56). This is an excellent strength, but the problem is the weakness is the exact same. If the humor of the salesman is taken negatively, then the chances of persuasion to occur diminish greatly. In this theory, perception and first impressions mean everything.
Another interesting theory that we are going to take a look at in regards to humor and persuasion is the Mere Exposure Theory. “Mere Exposure Theory, also known as the Mere Exposure Effect, states that repeated exposure to an unfamiliar stimulus can in itself increase positive affect toward the stimulus” (Seiter & Gass, 2004, p. 47). Let us say that the stimulus in the example of the salesman and the consumer is humor. Perhaps the humor that the salesman is using is not exactly cracking up the buyer, but his persistence, friendly animation, and constant attempts at comedy begins to win the consumer over. Maybe the consumer prefers a different style of humor than the salesman is offering, but he can appreciate the effort. Overtime the consumer even begins to laugh at the salesman’s attempt at funniness. The mere exposure to the salesman’s jokes has driven the consumer to find some humor in the situation. On the contrary, the salesman could become annoying to the buyer. His persistence might not be appreciated, and the jokes are not funny, resulting in the consumer feeling uncomfortable. The Mere Exposure Theory greatly depends on first impressions. If the initial impression is not a positive one, then the chances of persuasion occurring decreases. Therefore, the salesman better make a great first impression with his potential clients!
It is apparent that humor and persuasion can go together and produce a successful outcome. Humor helps the persuasion process by putting the receiver in a more positive mood, finding a common ground between the persuader and the persuadee, and generating trust between the messenger and the receiver. Reading one’s audience is vital in the success of humor and persuasion, but with the right material for the right people; humor and persuasion can fit together very productively.
So we know that laughter makes the body and mind feel good, but the question remains how does humor effect persuasion?
Humor aids the persuasion process by enhancing the mood of the persuadee, finding a common ground between the persuader and the persuadee, and creating trust between the messenger and the receivers. Through detailed explanations of the effectiveness of humor and persuasion, and an exploration of persuasion theories, the usefulness of humor and persuasion will become apparent.
Laughter is known to relax the body of stress and anger (LeMouse, 2010). When a person is without tension their mood is up and their guard is down. Humor is a common trait used by most humans, so by incorporating humor into persuasion allows for the receiver to feel more connected to the persuader. Salesmen, for example have a stereotype that they will do anything to “get the sale.” With this in mind, when the average consumer has to work with a salesman to get a desired item, a lot of times the buyer is skeptical of what the salesman is saying because of their pre conceived stereotypes. It then becomes the salesman’s job to ease the negative notions that the buyer has come in with. One way of doing this is by using humor as a way to calm the general mood. Once the buyer is laughing and the endorphins are flowing, then his disposition has increased. This will allow for the salesman to proceed with his persuasive attempts without looking too eager, aggressive, or scary. Humor breaks down barriers. Research has proven that, “People who are in a good mood are less likely to disagree with a persuasive message” (Lyttle, 2001). Therefore, by increasing the mood of the buyer with a little humor, the buyer is more likely to purchase the salesman’s product.
Humor is a common trait used by almost all humans. Anytime that a persuader can make the persuadee feel like there is universal ground between the two of them, the better chance he has of persuading. We all like that feeling of comfort we get when we find someone else has similar beliefs as us. Maybe the persuader is not just like us, but he has a similar sense of humor, which is very endearing. “In particular, the choice of humor might illustrate a shared sense of humor that hints at a similar set of underlying values” (Lyttle, 2001). Once that common ground is established, dialogue between the persuader and the persuadee is more likely to begin. With healthy conversation brings the chance for the persuader to work their magic.
Establishing trust is perhaps the most important aspect of using humor in persuasion. I will use the example of the salesman and the consumer again. Once the salesman engages with the consumer is a humorous manner, he is no longer intimidating. The salesman has the customer laughing and smiling and now he has become more real to the buyer. The whole idea of the aggressive salesman that the buyer had coming into this experience begins to fade away and he seems like a normal guy. Perhaps he is even the kind of guy you would be friends with in another circumstance. It seems obvious how this kind of relationship can benefit the persuader, who in this case is the salesman. With humor comes comfort. With comfort comes a more calming environment. With that environment the costumer feels more eager to buy.
Humor does not always have to be used in verbal forms. Jokes can sometimes be misinterpreted; funny stories can be taken the wrong way, etc. The use of non verbal communication can enhance verbal communication. Through funny body movements, expressions, and sounds, non verbal communication can be just as funny as a joke. Or it can help aid the joke to an even funnier punch line. Some people process information better through aural, while other’s through visual. If one is attempting to use humor in persuasion with a person who is a visual learner, than incorporating non verbal movements could help them relate and understand the humor better. “Part of persuasion immediacy is bodily animation” (Seiter & Gass, 2004, p. 169). Covering all ways to establish trust with the attempted persuadee is important. The use of verbal and non verbal forms of communication aids in covering more ground.
Are there risks when using humor in persuasion? Of course there are. There is risk with just about anything we do in life, but what is reward without a little risk? The biggest peril when using humor in persuasion is targeting the appropriate audience for the humor that is being used. For example, one would not want to tell a joke about a priest and a rabbi when the audience is a fanatic church attendee. The secret is to be in tune with the audience. The key to this is reading people properly. If a person uses sarcasm is their conversation, than chances are mirroring that behavior will be effective. Perhaps we try at a joke, and if the audience does not respond with laughter, then we have learned that jokes are not the right type of humor for this particular person. Perhaps they like subtle humor better. Testing the waters with humor is important. We do not want our audience to take something the wrong way or be offended because then the chances of persuading them goes way down. The way to be successful with humor is to be aware of the people we are talking with and trying to make laugh.
Understanding the concepts of persuasion theories helps us to understand how humor and persuasion go together by examining the strength and weaknesses. The Expectancy Violation Theory explains how individuals have a general idea of the way other people are supposed to act, and when those ideas are violated it catches them off guard (Seiter & Gass, 2004, p. 56). This theory focus’s a lot on perception. If the receiver perceives the messenger’s odd behavior in a positive way than it can enhance the chances of persuasion. Much to the contrary if the behavior is taken negatively. So how can this theory relate to humor in persuasion? Humor is not an expected trait, but it is a likeable one. With that in mind, if the salesman (to continue with the example from above) makes an excellent first impression with his potential client with the use of humor, then this striking behavior can assist in his attempt to persuade. “When perceptions are positive, that is, when sources are perceived as credible, attractive, or likeable, sources may be more persuasive when violating expectations than when behaving in accordance with expectations” (Seiter & Gass, 2004, p. 56). This is an excellent strength, but the problem is the weakness is the exact same. If the humor of the salesman is taken negatively, then the chances of persuasion to occur diminish greatly. In this theory, perception and first impressions mean everything.
Another interesting theory that we are going to take a look at in regards to humor and persuasion is the Mere Exposure Theory. “Mere Exposure Theory, also known as the Mere Exposure Effect, states that repeated exposure to an unfamiliar stimulus can in itself increase positive affect toward the stimulus” (Seiter & Gass, 2004, p. 47). Let us say that the stimulus in the example of the salesman and the consumer is humor. Perhaps the humor that the salesman is using is not exactly cracking up the buyer, but his persistence, friendly animation, and constant attempts at comedy begins to win the consumer over. Maybe the consumer prefers a different style of humor than the salesman is offering, but he can appreciate the effort. Overtime the consumer even begins to laugh at the salesman’s attempt at funniness. The mere exposure to the salesman’s jokes has driven the consumer to find some humor in the situation. On the contrary, the salesman could become annoying to the buyer. His persistence might not be appreciated, and the jokes are not funny, resulting in the consumer feeling uncomfortable. The Mere Exposure Theory greatly depends on first impressions. If the initial impression is not a positive one, then the chances of persuasion occurring decreases. Therefore, the salesman better make a great first impression with his potential clients!
It is apparent that humor and persuasion can go together and produce a successful outcome. Humor helps the persuasion process by putting the receiver in a more positive mood, finding a common ground between the persuader and the persuadee, and generating trust between the messenger and the receiver. Reading one’s audience is vital in the success of humor and persuasion, but with the right material for the right people; humor and persuasion can fit together very productively.
LeMouse, M. (2010). Positive effects of laughter. Health Guidance. Retrieved July 19, 2010, from http://www.healthguidance.org/entry/11633/1/Positive-Effects-of-Laughter.html
Lyttle, J. (2001). The effectiveness of humor in persuasion: The case of business ethics training. The Journal of General Psychology, 128(2), 206. Retrieved July 19, 2010, from ProQuest Direct database.
Seiter, John E., and Gass, Robert H. (2004). Perspectives on Persuasion, Social Influence, and Compliance Gaining, Boston, Massachusetts: Pearson Education, Inc.
Purpose: To discuss mediation and communicating effectively.
ReplyDeleteDesign: The design is very simple
Content: A majority of the content is discussing tools that can be used in mediation communications ie humor to earn the trust of the other person one may be negotiating with. Also, she discusses how social media can affect productive communication because of a lack in knowledge of cultural differences.
Audience: The class and who may use negotiation communications
Recommendations: I would personalize your blog more in the design. It’s very simple and you could do more with it by posting picture and making the background more intriguing to a reader.