There are very few people that would tell you they do not enjoy a good laugh. It is something that we do almost on a daily basis, if we are lucky. It could be from a really funny joke, a television sitcom, or just a face that your baby makes while laying in his crib. Humor is a very powerful tool. It helps strike a strong connection between people, even those that have never met before. When smiles and laughter are reached, personal walls can be breached. Humor lessens the uncomfortable feeling of a first encounter, replacing it with an easier line of communication and understanding. This is why it can be such a positive tool when used in persuasion. Unfortunately, not everyone is a comedian, or has a sense of humor. The following paper is an analysis of the effectiveness of humor in persuasion, and will discuss the positive effect of humor, as well as the risks involved when using it in persuasive communication.
Sometimes, a pleasant approach and a welcoming smile are not enough to deliver a successful persuasion attempt. This is when the influence practitioner must reach deeper into their repertoire, and find the deal sealer. The key to being successful, a great amount of the time, is humor. The use of humor is so successful because it has a positive effect on the attitude of the receiver. If the receiver enters the conversation in a negative mood, it could be a difficult task for the agent to pitch a successful persuasion. Humor can be an affective “ice breaker,” turning a negative mood into a positive one. A receiver who is in a positive mood is more likely to be compliant, rather than disagreeable, when confronted with a persuasion attempt (Lyttle, 2001). While this applies to almost any form of persuasion, it is especially effective in the field of sales.
Have you ever walked into a retail store after spending a half an hour looking for a parking space, only to come face to face with a salesperson ready to bombard you with their pitch? Many people would already be annoyed by the nuisance of parking space searching, and the last thing they want is an aggressive product pusher. Then, that salesperson slips in a funny joke about a time he experienced the same situation you just have, causing you to burst out laughing and forget about how upset you were initially. The elaboration likelihood model theory, which is when a receiver determines a persuasive message based on their involvement with the issue, is best described in this example (Lyttle, 2001). This is a common tool used in sales, and a proven example as to why humor is so effective in persuasion. Not only does this tactic lighten the mood, but it also creates a positive image of the source for the receiver, and creates a shared sense of humor that touches on a common set of basic values (Lyttle, 2001). Even if the persuasion is not strong enough to draw a purchase from the customer on this occasion, it builds a customer/salesperson relationship, causing them to return in the future. Of course, this is all under the assumption that the person who walked into the retail store has a similar sense of humor, or even one at all.
While humor can be a very effective tool in persuasion, it does leave room for the occasional back fire. Not everyone has the same personality, values, or ideas of what is humorous and what is not. One person might find off-colored and tasteless comedy amusing, while another might be offended and defensive against it. Some people might not find anything you say amusing, and choose to shut down when an attempt at humor is made. If this happens, it is very difficult to establish a positive relationship with the receiver. Instead of establishing a stronger connection with the receiver, the persuader’s attempt at humor actually decreases the chance of having a successful persuasive impact. Humorous persuasion, while having a negative effect on those who lack a sense of humor, can also lead to an unsuccessful attempt on those receivers who do.
Advertising commercials, whether they are radio or television, frequently use humor in their approach to persuasion. This is possibly due to many viewers “tuning out” when their favorite show takes its break. Humor can be an attention getter, and what better way to attract people to your product than by adding a funny joke to your message? While people are drawn to the entertainment aspect of these humorous advertisements, there is a possibility that the initial message may not be received. The attention that the receivers give to the funny parts of the advertisements can also cause them to miss the initial claims that the products are trying to get across (Cline & Kellaris, 1999). It is in our nature, especially in this day and age, to crave entertainment. Sometimes, the persuasive message can be lost because the focus of the influence practitioner is just gaining the attention of the receiver. In order to be successful at both, a middle ground has to be found. In some cases, as with advertising, it might be best to just have a clear and concise delivery in order to be persuasive.
The key to being successful in persuasion is knowing when to use humor, and when not to. Each receiver is different, and may have a different view of what is humorous and what is not. Humor is a great way to weaken communication walls, as well as build stronger relationships. In the end, it is a matter of whether or not you want to use it to get your persuasive message across, or create a relaxed environment before the persuading even begins.
References
Cline, T.W., Kellaris, J.J. (1999). The Joint Impact of Humor and Argument Strength in a Print Advertising Context: A Case for Weaker Arguments. Psychology & Marketing, 16(1), 69. Retrieved April 4, 2011, from ABI/INFORM Global. (Document ID: 37875581).
Lyttle, J. (2001). The Effectiveness of Humor in Persuasion: The Case of Business Ethics Training. The Journal of General Psychology, 128(2), 206-16. Retrieved April 4, 2011, from ABI/INFORM Global. (Document ID: 77223102).
No comments:
Post a Comment