Face reading the emotions of gelotophobes toward disparaging humorous advertising

Q2 Social Sciences
Maria C. Voutsa, L. Hatzithomas, E. Tsichla, Christina Boutsouki
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引用次数: 0

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 non-disparaging 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 disparaging-humorous advertisement as opposed to non-gelotophobes. Joy was also found to mediate the negative effects of gelotophobia on attitude toward the ad.
看脸恐惧症患者对轻蔑幽默广告的情绪
先前的研究表明,恐笑症,即人们害怕被嘲笑,会影响他们对轻蔑幽默事件的情绪。目前的研究基于两个实验,每个实验有50个希腊参与者,使用面部识别软件来探索面孔恐惧症患者在看到广告时的情绪。它进一步研究了广告类型(即一个贬低的幽默广告与一个非贬低的非幽默广告)和对笑话受害者的认同对恐笑者情绪的调节作用。在对受害者的较高认同水平上,与非恐绘者相比,恐绘者表现出较低水平的快乐、快乐(杜兴式)微笑和对贬损幽默广告的积极情感价。研究还发现,快乐可以调节恐光症对广告态度的负面影响。
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来源期刊
European Journal of Humour Research
European Journal of Humour Research Social Sciences-Cultural Studies
CiteScore
1.10
自引率
0.00%
发文量
34
审稿时长
6 weeks
期刊介绍: The European Journal of Humour Research (EJHR) is a peer-reviewed quarterly journal with an international multidisciplinary editorial board. Although geographically-oriented towards the ˋold continentˊ, the European perspective aims at an international readership and contributors. EJHR covers the full range of work being done on all aspects of humour phenomenon. EJHR is designed to respond to the important changes that have affected the study of humour but particular predominance is given to the past events and current developments in Europe.
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