Is It Really That Funny? Laughter, Emotional Contagion, and Heuristic Processing During Shared Media Use

ABSTRACT

When people use humorous media content, their behavior and assessments of the content may depend on the emotional expressions (e.g., laughter) of those around them. In a laboratory experiment in which 80 participants watched a movie clip with a confederate who either laughed or remained silent, we identified two parallel processes. The confederate’s laughter induced behavioral responses in our participants (laughing or smiling). Through those responses, a corresponding appraisal of the media content was generated: The content was rated funnier in comparison to situations in which the confederate did not laugh. This effect corresponds to emotional contagion processes and was especially pronounced in introverts. Additionally, participants who were low in conscientiousness directly elevated their funniness ratings (more than their own emotional expressions would suggest) when the confederate laughed. Those who were high in conscientiousness, however, lowered their ratings of the content’s funniness in the presence of a laughing confederate. This finding suggests the existence of an additional cognitive process that links confederate’s laughter and participant’s content ratings beyond automatic contagion. Participants with low conscientiousness use the confederate’s laughter as a heuristic cue for the content’s funniness, while highly conscientious participants discount the confederate’s laughter as a cue for content funniness.