Elevação moral por meio de stand-up: o papel do humor na promoção da virtude

Jonathan Keith Pritchard; Paula Fernandes dos Santos Cavalcanti; Vinícius Freitas de Oliveira

doi:10.22481/ccsa.v23i1.17449

Authors

Jonathan Keith Pritchard Centro Universitário Adventista de São Paulo https://orcid.org/0009-0002-0121-8530
Paula Fernandes dos Santos Cavalcanti Centro Universitário Adventista de São Paulo https://orcid.org/0000-0002-6595-090X
Vinícius Freitas de Oliveira Centro Universitário Adventista de São Paulo https://orcid.org/0000-0002-7256-9349

DOI:

https://doi.org/10.22481/ccsa.v23i1.17449

Keywords:

Humor, Moral Elevation, Moral Emotions, Stand-up Comedy, Cause Marketing, Pro-social Behavior

Abstract

Moral identity, an individual's self-perception of moral traits, can be temporarily altered through methods of moral elevation. However, traditional approaches often rely on narratives of hardship and pity to provoke this response. This study investigates the potential of humor and joy, through stand-up comedy, as an alternative pathway to inspire moral elevation. An experiment was conducted with a test group that watched a comedy video with moral content, and a control group that watched a neutral video. The results indicated a statistically significant difference (p<.001) between the groups, with the test group reporting greater 'Emotional Elevation' (M=3.03 vs. M=1.99) and 'Desire to be a better person' (M=3.14 vs. M=1.93). It concludes that stand-up comedy is an effective tool for generating moral elevation, and this perception can be leveraged to design marketing strategies that utilize comedic moral appeals, increasing the effectiveness of fundraising campaigns.

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Author Biographies

Jonathan Keith Pritchard, Centro Universitário Adventista de São Paulo

Bachelor’s Degree in Business Administration from Centro Universitário Adventista de São Paulo (UNASP). Research Group: Social Marketing at Centro Universitário Adventista de São Paulo. ORCID ID: https://orcid.org/0009-0002-0121-8530. E-mail: jonkeithp@gmail.com.

Paula Fernandes dos Santos Cavalcanti, Centro Universitário Adventista de São Paulo

Mestra em Mercados e Consumo pela Fundação Educacional Inaciana Padre Saboia de Medeiros (FEI). Professora no Centro Universitário Adventista de São Paulo (UNASP). Grupo de Pesquisa: Marketing Social do Centro Universitário Adventista de São Paulo.

ORCID: 0000-0002-6595-090X

E-mail: fernandes.paula@acad.unasp.edu.br

Vinícius Freitas de Oliveira, Centro Universitário Adventista de São Paulo

Master’s Degree in Mathematics from São Paulo State University "Júlio de Mesquita Filho" (UNESP). Professor at Centro Universitário Adventista de São Paulo (UNASP). ORCID ID: https://orcid.org/0000-0002-7256-9349. E-mail: vinicius.foliveira@unasp.edu.br.

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