Face reading the emotions of gelotophobes toward
disparaging humorous advertising
Face reading the emotions of gelotophobes toward
disparaging humorous advertising
Author(s): Maria C. Voutsa, Leonidas Hatzithomas, Eirini Tsichla, Christina BoutsoukiSubject(s): Social Sciences, Psychology, Individual Psychology, Social psychology and group interaction, Cognitive Psychology, Psychology of Self, Behaviorism
Published by: Krakowskie Towarzystwo Popularyzowania Wiedzy o Komunikacji Językowej Tertium
Keywords: gelotophobia; disparagement humour; emotions; facial expressions recognition
Summary/Abstract: Prior research has indicated that gelotophobia, people’s fear of being laughed at, influences their emotions toward a disparaging humorous event. Based on two experiments with a sample of 50 Greek participants each, the present study employed face recognition software to explore the emotions of gelotophobes, when exposed to an advertisement. It further examined the moderating role of the type of advertisement (i.e. a disparaging humorous ad vs. a nondisparaging non-humorous ad) and identification with the victim of the joke, on gelotophobes' emotions. At higher levels of identification with the victim, gelotophobes indicated lower levels of joy, joyful (Duchenne) smile, and a positive emotional valence toward a disparaginghumorous advertisement as opposed to non-gelotophobes. Joy was also found to mediate the negative effects of gelotophobia on attitude toward the ad.
Journal: The European Journal of Humour Research
- Issue Year: 10/2022
- Issue No: 3
- Page Range: 88-112
- Page Count: 25
- Language: English