Laughing in the Face of Fear (of Disease Detection): Using Humor to Promote Cancer Self-Examination Behavior

ABSTRACT

This research examines the possible benefit of using humor to reduce anxiety associated with performing cancer self-examination behaviors. In Study 1, 187 undergraduates read a humorous public service announcement (PSA) script promoting either breast or testicular self-exams. Results suggest that perception of humor reduced anxiety about self-exams, which, in turn, related to more positive self-exam attitudes. Simultaneously, humor perception associated with greater message processing motivation, which, in turn, associated with more supportive self-exam attitudes. Self-exam attitudes also positively associated with self-exam intentions. These results were largely replicated in Study 2. Further, self-exam intentions predicted self-exam behavior 1 week later. However, consistent with past research, the humorous and serious messages did not generate differences in subsequent self-exam behavior, though the intention–behavior relationship was stronger and significant for those exposed to the humorous versus the serious messages. In light of these findings, and given that humor has the advantage of attracting and holding attention in real message environments, the use of carefully constructed humor appeals may be a viable message strategy to promote health detection behaviors.

Acknowledgments

Thanks to Tamar Sarnoff for her assistance in data collection for Study 1 and to Brian Quick and two anonymous reviewers for their insightful comments, which undoubtedly strengthened this article.

Notes

¹ These data were collected before the recommendation guidelines for breast self-exams were changed. Although breast self-exams are no longer recommended for cancer detection, breast self-awareness is still encouraged whereby women are encouraged to be familiar with their breasts so they may be aware of any unusual changes (http://ww5.komen.org/BreastCancer/BreastSelfExam.html).