Backfire effects of disparagement humor on sharing intentions for social media PSAs promoting vaccination: The mediating role of perceived PSA effectiveness

Ko, Y. (Grady Alumni), Hye Jin Yoon, Jeong-Yeob Han, & Kim, H (Grady Alumni), “Backfire effects of disparagement humor on sharing intentions for social media PSAs promoting vaccination: The mediating role of perceived PSA effectiveness,” Paper presented at the annual Fall Conference of Korean Academic Society for Public Relations, Yangpyeong, South Korea, November 2024.

Abstract: The effectiveness of humor in various persuasion contexts has been well-documented (e.g., Yoon, 2015; Moyer-Gusé et al., 2011; Yoon et al., 2023; Hong & Low, 2024), suggesting that incorporating humor into public service announcements (PSAs) can effectively promote positive health outcomes. Humor has a unique ability to address sensitive and challenging topics, such as reducing risky behaviors or encouraging prosocial actions. However, humor does not always guarantee successful persuasion (Ford & Olah, 2021). For instance, when recipients identify with the victims targeted by disparaging humor, it can backfire (Dolf et al., 1976), depending on situational factors or audience characteristics.  Disparagement humor refers to humor that mocks, belittles, or maligns an individual or social group (e.g., Janes & Olson, 2000; Zillmann, 1983). This study examines the impact of disparagement humor in the context of social media PSAs promoting COVID-19 vaccination.