Interrupting a joke validates thoughts and polarizes attitudes towards a recycling company / La interrupción de un chiste puede potenciar su efecto de validación del pensamiento y cambiar las actitudes hacia una empresa de reciclaje

Abstract

Positive emotions can validate either positive or negative thoughts. Previous research has demonstrated that people use their thoughts more when they recall past episodes of happiness and when they are induced to smile. This study was designed to evaluate whether a new induction of a happy mood (a joke) can influence thought use in response to a persuasive proposal. Two versions of the same joke were compared: a version that included an interruption before the punchline and another that did not include an interruption at that point. The aim was to examine whether this interruption increased or decreased the use of previously generated thoughts towards a persuasive communication. The results indicated that the participants who were interrupted before the punchline relied more on their own thoughts in forming their attitudes than did those who were in the control group. In consequence, an interruption during a pleasant experience (e.g., a joke) increased persuasion when thoughts were positive but decreased persuasion when thoughts were negative.