Journal article
Wow, That Was Funny: The Value of Exposure and Humor in Fostering Campaign Message Sharing
Social marketing quarterly, Vol.19(2), pp.84-96
06/2013
DOI: 10.1177/1524500413483456
Abstract
In this study, we examined whether or not exposure to a humorous surround campaign in Iowa (United States) could produce a multiplicative effect based on Intermedia Theory. Until You’re Ready, AvoidtheStork.com© was designed to prevent unintended pregnancies among young women. In the case of unintended pregnancy, interpersonal sharing is important because women’s contraceptive decisions are influenced by what others, including their friends, think about the health issue. In a sample of college students ( n = 594), cross-sectional survey results indicated that campaign exposure and humor were significant predictors of talking with and/or showing the campaign to others. Based on our results, we suggest that campaign practitioners should consider humor-based campaigns as a way to generate not only exposure-based effects but also conversation-based effects. Specifically, humor-based campaigns can increase the reach of a campaign through sharing.
Details
- Title: Subtitle
- Wow, That Was Funny: The Value of Exposure and Humor in Fostering Campaign Message Sharing
- Creators
- Shelly Campo - University of Iowa College of Public Health, Iowa City, IA, USANatoshia M Askelson - University of Iowa, Iowa City, IA, USAErica L Spies - University of Iowa, Iowa City, IA, USAChristie Boxer - Adrian College, Adrian, MI, USAKristina M Scharp - University of Iowa, Iowa City, IA, USAMary E Losch - University of Northern Iowa, Cedar Falls, IA, USA
- Resource Type
- Journal article
- Publication Details
- Social marketing quarterly, Vol.19(2), pp.84-96
- DOI
- 10.1177/1524500413483456
- ISSN
- 1524-5004
- eISSN
- 1539-4093
- Language
- English
- Date published
- 06/2013
- Academic Unit
- Graduate College Admin and Gen; Injury Prevention Research Center; Public Policy Center (Archive); Communication Studies; Community and Behavioral Health
- Record Identifier
- 9984064181702771
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