Humor_and_Recollection

Humor_and_Recollection - The Effect of Humor Running head:...

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The Effect of Humor Running head: EFFECTS OF HUMOR ON RECOLLECTION The Effect of Humorous and Non-Humorous Images on Peoples’ Recollection Kristine Dergchyan University of California, Los Angeles Psych 100B July 27, 2007 1
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The Effect of Humor The Effect of Humorous and Non-Humorous Images on Peoples’ Recollection Numerous research studies have shown that humor, a positive emotional arousal, has been very effective stimulus on peoples’ recollections of images, events, sentences, etc. The use of humor has been very extensive in many media advertisements, institutions, and even households for the desire or purpose of imprinting their intended information in peoples’ memories or recollections. Though previous research showed positive link between humor and recollection, nevertheless, it is still unclear whether that result is relevant in today’s world and, if humor is in fact effective on memory, then in what form. In six experiments on the effects of humor on sentence memorization, (Schmidt, 1994) it is found that humor enhances sentence memory. The results show that humorous sentences receive increased attention when presented in the context of non-humorous sentences, and that increased rehearsal of humorous sentences is at the expense of rehearsal on non-humorous sentences. Schmidt states, however, that the unexpectedness or surprise factor does not play any role in determining the effect of humor on memory in a non-humorous context since the positive effects of humor on memory occurred in both free and cued recall. Schmidt’s findings assert that humorous content commands increased attention. In all of these six experiments (Schmidt, 1994) participants were undergraduate students selected from the same pool of subjects on separate occasions. Experiments one through six used 45, 80, 80, 48, 65, and 52 subjects respectively. All these participants were primarily from the same age group, and from the same locale. For the purposes of the experiment’s reliability, it would have been better if different participants were selected for each individual experiment. Since perceiving humor and responding to it can be variable in different age groups and environments subjects should have been selected accordingly. In these experiments, participants 2
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The Effect of Humor could have a predisposition or humor expectancy during these experiments and that could in fact affect the final results. In contrast with humor and sentence recall, a different study was performed to see whether the expectancy and relevancy of humor had played a negative or positive role on people with regards to recollection of brand names in ad campaigns (Kellaris & Cline, 2007). The study found that when humor is more relevant to the ad campaign, people recall fewer ad claims when there is a higher rate of humor expectancy – meaning that when humor is anticipated, the
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Humor_and_Recollection - The Effect of Humor Running head:...

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