"ecutives" - 1 õppematerjal

Cialdini raamat

audiences find distasteful, and they do so over the objections of many of their most talented artists. It is not uncommon for acclaimed directors, writers, or ac- tors to demand the elimination of canned responses from the television projects they undertake. These demands are only sometimes successful, and when they are, it is not without a battle. What can it be about canned laughter that is so attractive to television ex- ecutives? Why are these shrewd and tested people championing a practice that their potential watchers find disagreeable and their most creative talents find personally insulting? The answer is both simple and intriguing: They know what the research says. Experiments have found that the use of canned merriment causes an audience to laugh longer and more often when humorous material is presented and to rate the material as funnier (Provine, 2000). In addition, some