Samenvatting
Empirical research is contradictory concerning the impact humor has on individuals low and high in need for cognition (NFC). An empirical study with 510 Belgian citizens using humorous and non-humorous advertising stimuli shows that humor has a positive impact on the attitudes of both high and low NFC-individuals, but that attitude formation takes place in a different way. For individuals low in NFC a direct effect of humor on attitudes is found, while for individuals high in NFC an indirect influence via biased cognitions can be observed. (Author/publisher)