Funny Enough: Incorporating Humor Into Health Messages to Promote Breast Self-Examination Behavior

Abstract

Using the extended parallel process model (PPM), this research examines whether and how humor functions to influence women’s breast self-examination (BSE) intention. We conducted a 2 (humor: present vs. absent) × 2 (threat: high vs. low) × 2 (efficacy: high vs. low) between-subjects experiment in which we measured individual differences in BSE intention. The sample includes 480 Chinese women aged 20–50 years old. Results suggest that the 2-way interaction effect between threat and efficacy was significant, indicating that women who received messages containing high threat and high efficacy had the highest intention of BSE. In addition, the 3-way interaction effect between threat, efficacy, and humor was significant. The results indicate that if women perceive the threat of getting breast cancer as mild and believe that they are incapable of preventing it, messages with humor can significantly enhance their intention to engage in BSE when compared with messages without humor. Theoretical and practical implications of the findings are discussed.