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Research 2017-08-20T09:46:55+00:00

Traditionally, social marketers motivate people to wear seat belts, give to charity, or say no to drugs with vivid, distressing ads. However, social marketing is in the midst of a major paradigm shift. Instead of being scary or depressing, many social marketers are being funny. In one ad, for instance, actor Ryan Reynolds teaches men how to check their “man berries” for testicular cancer, while wearing a superhero costume. Across two papers, I investigate how using humor to “sell” goodwill and health compares to the more traditional model of using fear.

THE PAPERS

Schiro, Julie L. (2016), “Using Humor to ‘Sell’ Good Life Choices,” Manuscript in Progress. Download PDF

McGraw, A. P., Julie L. Schiro, Philip M. Fernbach (2015), “Not a Problem: A Downside of Humorous Appeals,” Journal of Marketing Behavior, 1 (2), 187-208. Download PDF

People are poor intuitive statisticians. We propose a reason. When people judge the correlation between two continuous variables, they mentally categorize it into a 2×2 contingency table: high X high Y, high X low Y, low X high Y, low X low Y. People pay more attention to some cells (high-high) than others (low-low), resulting in predictable interpretation errors. Specifically, people overweigh the importance of high-high evidence and underweigh the importance of low-low evidence. The result is that people judge datasets with identical correlations but different distributions of points differently. Visualizing data in scatterplots does not improve judgments. However, overlaying simple visual cues do. For instance, drawing a circle around the points of a scatterplot inhibits categorical thinking about the data, which improves people’s judgments by reducing their tendency to overweigh high-high evidence and underweigh low-low evidence.

THE PAPER

de Langhe, Bart, Philip M. Fernbach, and Julie L. Schiro (2016), “Two-By-Two: Categorical Thinking in the Interpretation of Continuous Bivariate Data,” Manuscript in Preparation.