Impact Of Humor Research Articles

A Study on Impact of Humour in Advertising on Consumer Purchase Decision: With Special Reference to Guwahati City

A Study on Impact of Humour in Advertising on Consumer Purchase Decision: With Special Reference to Guwahati City

Why so serious? The effects of humour on creativity and innovation

Humour is an integral part of human interactions, but it is not clear how it contributes to creativity in innovation. This paper provides new insights into the emerging literature about the impact of humour on creativity in innovation by conceptualizing humour as a situation‐specific state and using a mixed methods research design to investigate the use and impact of humour in two specific innovation contexts: idea generation by customers and collaboration in innovation teams. Our research makes four important contributions. (1) It suggests and demonstrates the relevance of a situation‐specific humorous mood. (2) It distinguishes between natural and instrumental humour and emphasizes that a purposely induced humorous mood can enhance creativity. (3) It shows that the impact of humour is not limited to a firm's individual employees but can also include external actors, such as customers and interactions between members of innovation teams. (4) It identifies the key drivers and effects of humorous mood in innovation. The findings from two empirical studies are integrated into a framework that captures the key concepts and relationships and that is also used to derive several directions for further research to better understand the effects of humour on creativity in the context of innovation.

Exploring the influence mechanism of chatbot-expressed humor on service satisfaction in online customer service

As chatbots gain widespread adoption in online customer service, optimizing their inherent value and enhancing customer satisfaction emerges as an indispensable concern necessitating attention. Therefore, this study focuses on the effect of chatbot-expressed humor on customer service satisfaction from the perspective of emotional expression and constructs three mediating pathways (cognitive, emotional, and social). The results of two online and one laboratory-based experiment show that chatbot-expressed humor can significantly enhance customer service satisfaction. The impact of humor on service satisfaction was mediated by competence, entertainment, and social presence. Moreover, identity disclosure exerts a negative moderating influence on the association between chatbot-expressed humor and both service satisfaction and competence. Through this study, we hope to provide ideas for online service providers to adopt AI strategies and for product designers to improve the design of chatbots.

A systematic review on cross-culture, humor and empathy dimensions in conversational chatbots: the case of second language acquisition

The advancement of information and communication technologies has led to an increasing use of conversational chatbots in the learning and teaching sector, especially for the second language (L2) acquisition. In the field of second language acquisition, the use of AI chatbots has been explored, mainly studying pedagogical approaches. However, there is a limited study in the development of empathetic strategies for dealing with learners' emotional discomfort, the impact of humor and the consideration of learners' cultural backgrounds. Thus, this study reviews the existing studies on AI second language (L2) chatbots to investigate the development of empathetic strategies for enhancing learners' learning outcomes. To achieve the aim of this study, prior studies from 2012 and 2022 of several popular databases, including Web of Science, ProQuest, IEEE and ScienceDirect are collected and analyzed. This study found that three dimensions such as cultural, empathetic and humorous dimensions have a positive influence on the application of AI L2 chatbots for enhancing learners' learning outcomes. This study also found that the development of an AI chatbot in L2 education has plenty of room for improvement. Several recommendations are made for enhancing the use of AI L2 chatbots which include integrating cross-cultural empathetic responses in conversational L2 chatbots, identifying how learners perceive and react to the learning content, and investigating the effects of cross-culture humor on learners’ language proficiency.

The Impact of Humor on Work Efficiency at Workplace: An Empirical Examination in Tourism and Hospitality Sector in The United Arab Emirates

Despite the ubiquitous observance of humor at workplace, there is paucity of scholarly attention in terms of the manner in which it affects the behaviour of employees. This study aims to explore the relationship between sense of humor and work efficiency by utilizing the benign violation theory (BVT) to posit that elaborative social information is attributed to in the humor of superiors across organizations. Additionally, the social information processing (SIP) theory was applied for forming the hypotheses. Despite the fact that superiors’ humor is suggested to have a positive correlation with superior-subordinate interchange and as a consequence, work efficiency, it could also point at the norm violation’s tolerability in a workplace environment. These insights, in turn, have a positive correlation with the deviance of subordinates. Furthermore, these indirect impacts are suggested to have been mediated by the violent humor of superiors. Data was sourced from three-wave field that were conducted in United Arab Emirates (UAE). The findings suggest that the humor can evince unexpected negative behavioral patterns.

Evaluation of the impact of humor used in contraception education on the attitudes of university students towards contraceptive methods

Objective This study has been performed as a parallel randomised controlled study to evaluate the impact of humour benefitted in contraception education of university students on the attitudes of students towards contraception methods. Methods The study sample was composed of 88 students (44 experiments, 44 controls) studying at a public university in Turkey. The study data were collected using the Questionnaire Form and the Family Planning Attitude Scale. The students were divided into experimental and control groups as per the pre-test score of the Family Planning Attitude Scale and gender using stratified block randomisation. The students were divided into groups of 10 people, and each group received a one-time education of 45–60 min. The content of the education was the same for the experimental and control groups, but additionally, the humour method was used during the education of the experimental group. The Family Planning Attitude Scale was re-applied to the students one month after the education. Number, percentage, mean value, Student t-test Mann Whitney-U test, and Chi-square test were used to evaluate the data. Results While there was no statistically significant difference between the pre-test mean scores of the students in the experimental and control groups (p > 0.05); the post-test showed a significantly higher mean score in the experimental group (p < 0.05) (1−β: 0.921, Cohen’s d: 0.658). While there was no significant difference between the pre-test and post-test total mean scores of the students in the control group (p > 0.05); the post-test mean score of the students in the experimental group was significantly higher than the pre-test mean (p < 0.05) (1−β: 1.000, Cohen’s d: 1.556). Conclusions The method of contraception education with humour given to university students is more effective than the education given ordinarily in developing attitudes towards contraceptives.

The Use of Humour and Its’ Relation to Motivation in Teaching and Learning Mathematics

The use of humour in teaching mathematics can reduce mathematics anxiety which leads students to feel tension, apprehension, and fear of situations involving mathematics. The aim of this research is to investigate the use of humour in teaching mathematics and its relations with motivation. This study employs a mixed method design which is quantitative in the form of survey (n = 344) and qualitative in the form of an interview (n = 6). The quantitative survey used was a questionnaire to measure students’ perceptions and preferences on the use of humour by their Mathematics teacher. In contrast, qualitative data were collected based on semi-structured interviews on the impact of humour in teaching mathematics towards motivation. The quantitative findings indicate that there is a gap between students’ preferences on the use of humour and teachers’ practice of humour in class. Moreover, the findings indicate that students reported a positive correlation between humour and motivation in classroom. Interestingly, qualitative findings illustrate that humour creates a positive classroom atmosphere and generates a positive experience and emotional engagement towards mathematics. In conclusion, this study provides insight for teachers to practice the use of humour in teaching mathematics. It is proven to be a very effective learning tool that can enhance students’ motivation.

Creating Fun Time in Teaching-Learning Experiences through Teachers’ Teamwork, Humor, and Innovative Behavior

According to the Malaysian Ministry of Education's (MOE) national education model, the education system is meant to produce people who are knowledgeable, competent, and able to contribute to the nation's improvement. Educators must demonstrate unique actions to nurture their students seamlessly and systematically, according to the idea. The purpose of this paper is to present an empirical study that looks at the impact of humor and teamwork on teachers' innovative behaviors in Malaysian secondary schools. The goal of this study was to find out how engaged teachers are in innovative behavior (IB) in terms of idea generation (IGEN), idea promotion (IPROM), and idea implementation (IIMPL), as well as to look at the relationship between humor (HUM) and teamwork (TW) and IB (IB). This quantitative study was conducted using a survey of 354 selected respondents. The respondents were selected from 4,319 teachers in two different zones in the state of Selangor by using the stratified random sampling technique. The findings suggest that there is a good level of teachers’ engagement in idea generation, and a moderate level of idea promotion and idea implementation behavior. The findings also reveal that humor and teamwork are positively and significantly correlated to innovative behavior. Overall, this study provides a better insight into how humor and teamwork contribute to teachers’ innovative behavior.

The Impact of Humor as A Teaching And Learning Strategy in The Literacy Skills Program on Increasing The Number of Visits to The Library of Universitas Sumatera Utara

The purpose of this article is to determine the effect of using humor as a teaching and learning approach in the Literacy skills program on the number of visitors to the University of North Sumatra's Library. The descriptive quantitative approach was utilized in this study, with a sample size of 100 participants, mainly new students who participated in the Literacy Skill program and visited the USU Library. Data collection was accomplished through the use of questionnaires, interviews, and a documentation study. The findings indicated that using humor as a teaching and learning approach in the Literacy skills program had a substantial beneficial effect on increasing library visits at the University of North Sumatra. The use of real-life examples of humor in literacy programs demonstrates that instructors have successfully integrated a set of best practices and methods into library instruction sessions, e.g., humorous examples, animations/cartoons, and narrative, with minimum risk. Based on a sense of humor, this strategy will assist in introducing more, promoting the library atmosphere, and encouraging visits and usage of library resources.

Whom to share teacher, joker or stranger

ABSTRACT The purpose of this study is to investigate the impact of humour, teaching, gender, age, birth order, siblings, parents’ level of education and income on kindergarteners’ costly sharing behaviours. The participants consist of 106 kindergarteners enrolled in three public kindergartens in Şanlıurfa. The participants interacted with two assistants, one of whom made them laugh (the joker) and the other taught them something new (the teacher). After the meetings, a third assistant presented 20 stickers to each child. Among the 20 stickers, the children selected their 10 favourite stickers. Another assistant asked the children to share their stickers with teaching, joker or stranger if they desired. The children’s distribution of their stickers to the joker, the teacher assistants and the neutral recipients did not statistically differ. This might be the result of egalitarian tendency of young children. Multiple regression revealed gender as a predictor variable for sharing with jokers and total sharing. The girls shared significantly more than the boys.

Humour as a Sensitisation Tool in Nigerian Comedy Skits about Covid-19

Previous studies in educational pedagogy and commercial marketing have focused on the perceived impact of humour in dissolving barriers to positive consumer behaviour. However, the function of humour as a sensitisation tool during a pandemic is yet to attract scholarly attention. The article addresses this gap by examining the strategies some popular Nigerian comedians have resorted to in the social media landscape to sensitise citizens to the need to adhere to Covid-19 safety protocols. The study draws on the elaboration likelihood model (ELM), a theory of persuasion which postulates that persuasive information is processed through two distinct psychological routes: central and peripheral, the first leading to positive reception and the second to negative reception. Through exploring purposively sampled skits, the study uncovers the strategies deployed to counter harmful conspiracy narratives about the pandemic in Nigeria. It is argued that the positive responses on the part of certain characters to the comedians’ humorous messages imply that these skits are an effective sensitisation tool. The article concludes that because most Nigerians lack confidence in government policies due to increasing socioeconomic failures and clumsiness in handling the Covid-19 pandemic, the strategies used by the comedians to sensitise audience members to safety protocols are more creative and effective than the government’s messaging. In effect, the comedians become strategic partners in the war against Covid-19.

Workplace Humour and its Impact on Individual, Group Dynamics and Organization: A Review

The study explores the role and impact of humour in organizational context from existing literature. It makes an attempt to gather knowledge and concept pertaining to the construct of workplace humour and its dynamics. The author summarizes types of humour, their definition, use of humour by leaders and its consequences on job attitude and behaviour. Gender differences in interpreting humour and the effect of negative humour have also been examined. The significance and outcome of humour and laughter on individual, group, leadership and organizational level have been described in this study.

Harmony and Distress: Humor, Culture, and Psychological Well-Being in South Korean Organizations.

Humor is a contextual phenomenon that exists in all societies, although the impact of humor may differ across different cultures. The data for this research was collected using an ethnographic-based approach, incorporating participant observation and semi-structured interviews. Based in three different South Korean organizations, this research offered the opportunity to interact in depth with workers of varying ages, genders, hierarchical levels, and organizational roles. Humor styles incorporate both light and dark forms of humor that may be affiliative and self-enhancing or aggressive and detrimental or may contain elements from both styles simultaneously Observations were complimented by 46 in-depth interviews and ad hoc follow-up discussions. This paper adopts a Confucian perspective to understand the perception and use of workplace humor in these South Korean organizations. Confucian philosophy emphasizes the value of formality within society in order to maintain respectful relationships between individuals. We suggest that humor is used in these South Korean workplaces to support traditional Confucian values of harmony and hierarchy, and the changing cultural values in these workplaces influence humor perceptions in complex ways. The Confucian value of harmony maintained through the idea of hierarchy creates pressure for organizational members, to accept and cope with contentious humor in the workplace. In particular, the clash between the need to maintain harmonious relationships in the workplace (through obedience toward superiors) and the desire to reject some types of humor highlights issues for younger organizational members. Internal conflict creates distress for younger employees who may hold more Westernized values and this affects their emotional, psychological well-being. This study presents a cross-cultural perspective to organizational humor, and suggests that humor may not always be a positive experience for organizational members, but instead may create psychological distress in some employees.

Using Creativity Tools to Achieve Advertising effectiveness in Organizations

This study access using creativity tools to achieve Advertising Effectiveness in Organizations. The major objective of this study was to examine how to use best creativity tools to achieve advertising effectiveness in organizations, specific objectives includes determining the influence of brainstorming on achieving advertising effectiveness: To examine the impact of Humor in achieving Advertising Effectiveness. The design of the study was descriptive survey with a sample size of 89 subjects randomly selected, A Structural Questionnaire was the Instrument used to gather Data from the field for Analysis; Multivariate Regression was employed to rest the four hypotheses formulated. The findings revealed that the influence of brainstorming on achieving advertising in organization were greater than the influence of Humor, Novelty and creativeness (58.34>23A1 and 12.074) respectively. The study concluded that organization should strengthen on these two major that yield the highest value for achieving advertising effectiveness in organizations. The study recommended among others that the model used in this work should, be properly adopted by the firm's for adequate sustainability of its existence.

Impact of humour on firm-initiated social media conversations

Customer engagement is seen as a central measure of marketing effectiveness on social media; yet, very little is known about the factors that drive it. This research focuses on message characteristics and more specifically the role of humour in encouraging likes, comments and reposts. Based on a sample of firm-initiated Weibo posts by a Chinese provincial destination marketing organization, it investigates whether humorous messages overall are more effective, and specifically whether image-based humour is more effective than text-based humour. It also considers whether a message contains a product focus and is complex in terms of its length, lexical density and inclusion of multimodal elements. The findings confirm the proposed influence of humour (with picture-based humour particularly effective), but suggest an even stronger impact of non-product related contents and also indicate that message simplicity is important for eliciting customer engagement.

The Role of Humor on Turnover Rates: The Case of Medical Clowns

The impact of humor on workplace outcomes is an increasing area of research. This study examined the contribution of humor styles to job satisfaction and turnover behaviors among medical clowns for whom humor is part of their job definition. Questionnaires assessing humor styles were distributed to 111 medical clowns at the start of their training. Of this group, about a third indicated that traumatic stressors in the past served as a significant motivator for pursuing a career as a clown. Job satisfaction and actual turnover were examined after six-months on the job. Results indicated that humor appreciation significantly predicted job satisfaction while humor creation significantly predicted job satisfaction among individuals who did not experience any previous traumas. In addition, traumatic stressors were found to moderate the association between humor and turnover behaviors. For those who had experienced traumatic stress, humor appreciation was negatively associated with turnover. In contrast, among those who had not experienced traumatic stress previously, humor creation and turnover were negatively correlated. The discussion highlights the contribution of humor styles to workplace outcomes and the potential healing effect of humor both to the individual and the organization.

The Impact of Humor in a Service Announcement on Customer Intention to Comply with the Message

The Impact of Humor in a Service Announcement on Customer Intention to Comply with the Message

The use of humor in forensic mental health staff-patient interactions.

Humor utilized in the practice of forensic mental health nursing might seem somehow inappropriate, given the serious circumstances surrounding most forensic mental health patients. However, some recent research has pointed to the use of humor as an important component in staff interactions with forensic mental health patients. This study reviews the existing international forensic mental health research literature on humor to investigate (a) what characterizes forensic mental health staff-patient use of humor and (b) what significance humor holds within the forensic mental health setting. The search was conducted in June 2013. Scopus, CINAHL, PubMed, and PsychINFO were searched using keywords relevant to the study. Articles were categorized using a literature matrix and analyzed using thematic analysis. Twelve research articles were reviewed and included in the analysis. Three themes were identified: (a) "humor as staff skill," showing that staff found humor to be important as an interpersonal ability; (b) "humor as a relational tool" with the purpose of establishing and maintaining staff-patient interactions; and (c) "the impact of humor on patients," describing impacts on conflicts, dimensions of health, and motivation. The results of the analysis are however limited because of the dearth of published articles on the subject.

The impact of humor on memory: Is the humor effect about humor?

AbstractHumorous material tends to be recalled at higher rates than non-humorous material however it is not clear why this occurs. The present study evaluated semantic elaboration, incongruity resolution, and perceived humor explanations of this memory phenomenon. Participants rated either inspirational or humorous properties of stimuli and recalled photographs, keywords and phrases. Results were most consistent with the perceived humor hypothesis. Participants' ratings of humor predicted recall performance even when semantic elaboration and incongruity resolution were controlled.

The Impact of Humor on Attitudes toward Persons with Disabilities

The purpose of this study was to determine the impact of humor on attitudes as measured by the Modified lssues of Disability Scale (MIDS) by comparing the effects of a humorous and a serious video designed to reduce negative attitudes toward persons with disabilities. Ninety-three undergraduate students at a southeastern university volunteered to. participate in the study. The participants were randomly assigned to one of three treatment groups. The first group viewed a serious video concerning disability, the second group viewed a humorous video concerning disability, and the third group viewed no video. A one-way model analysis of variance design was applied to the MIDS scores (dependent variable). Results revealed no significant differences between the attitude scores of the three groups. The results of the study highlight the need for further research on the impact of humor on attitudes toward persons with disabilities.