The Best Persuasion Involves Sex Appeal, Humor, and Comparisons
Psychology Today
by Jeremy Nicholson M.S.W., Ph.D.February 25, 2026
AI-Generated Deep Dive Summary
Persuasion is a delicate balance between influencing behaviors and maintaining positive relationships. Research by Hornik, Ofir, and Rachamim (2016) analyzed over 1,200 advertising experiments to determine which persuasive tactics are both effective and likable. Their findings reveal that certain approaches stand out for their ability to achieve both goals. Among the seven types of persuasive appeals—sex appeal, humor, comparisons, fear, metaphor, framed, and two-sided—the most successful strategies were those that evoked emotions like excitement or pleasure. These included sex appeal, humor, and comparative messaging, which not only captured attention but also fostered a sense of connection with the audience.
The study highlights that emotional engagement is key to persuasion. Appeals that triggered arousal, such as sex or humor, proved significantly more effective than those relying on logic. For instance, fear appeals, while successful at driving action by creating urgency, were less liked due to their negative tone. On the other hand, positive and rewarding messages, like those using metaphors or framed appeals focusing on gains rather than losses, were both more persuasive and well-received. This suggests that blending emotion with rationality can yield better results in persuasion.
For health professionals, this insight is particularly valuable. Persuasion plays a crucial role in promoting mental and physical health, whether through encouraging healthier behaviors or fostering trust between patients and providers. By leveraging techniques like humor and comparisons, health communicators can create messages that are not only impactful but also resonate positively with their audience. This dual focus on effectiveness and likability ensures better outcomes while maintaining strong relationships, making it a vital tool in the field of health communication.
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Originally published on Psychology Today on 2/25/2026