Changing farmers' behavior intention with a hint of wit: The moderating influence of humor on message sidedness

This study investigates how to change farmers' unsustainable use of anthelmintic drugs. More specifically, it focuses on discouraging this behavior by using message sidedness in a humorous advertisement. The effects of the message on intentions to change behavior were measured through a cognitive and affective route of persuasion. Using a 2 (message sidedness: one-sided vs. two-sided) x 2 (humor: humorous vs. non-humorous message framing) between-subjects design (N=167), we tested the persuasiveness of the advertisement. Results show that a two-sided message without humor evoked more negative cognitive responses (e.g. negative thoughts), than a one-sided message, leading to fewer changes in behavioral intention. However, a two-sided message resulted in increased pro-environmental behavioral intention compared to a one-sided message when humor was used as a frame in the advertisement.