SELF-PERCEPTION OF HUMOR - EVIDENCE FOR DISCOUNTING AND AUGMENTATION EFFECTS

Self-perception theory (Bem, 1972) implies that enjoyment of humorous stimuli is inferred by taking into account external factors affecting overt mirth. As a test of this logic, 60 women read 2 equally funny sets of jokes. A laugh track was played in their headphones for 1 of the 2 sets of jokes. Although the laugh track had no impact on Ss' mirth, Ss were told that it would facilitate, inhibit, or not affect smiling and laughter. As predicted, in a later free-time period when Ss could read the books from which the jokes came, Ss who were told the laugh track increased mirth spent most time reading the book whose jokes had not been accompanied by laughter (a discounting effect), whereas Ss who were told the laugh track decreased mirth spent most time reading the book whose jokes had been accompanied by laughter (an augmentation effect); Ss who were told the laugh track did not affect mirth read the 2 books equally.