Texas Speech Communication Journal, Vol. 33, No. 1, Summer 2008, pp. 1-8 1 The Influence of Humorous Positive Computer-Mediated Word-of-Mouth Communication on Student Motivation and Affective Learning Chad Edwards, Krystal Bresnahan, Autumn Edwards The purpose of this study was to experimentally test the influence of humorous positive computer-mediated word-of- mouth communication (WOM) on students’ affective learning and state motivation to learn. It was hypothesized that students who received humorous positive computer-mediated WOM about an instructor would report greater levels of affective learning and state motivation to learn than students who received no information or positive information. All hypotheses were supported. Results are discussed in light of the use of online rating systems of professors and courses. Key Words: Ratemyprofessors.com, affective learning, motivation to learn, humor, word-of-mouth The use of humor to influence individuals has long been examined in research (O’Quin & Aronoff, 1981). Humor has been defined as a social skill that affects the outcomes of social interactions (Morkes, Kernal, & Nass, 1999; Warnars-Kleverlaan, Oppenheimer, & Sherman, 1996). The purpose of this study is to examine the influence of humor in the context of computer-mediated word-of-mouth communication (WOM). Prior research investigating WOM has examined the influential function of relational networks and informal conversation on attitudes and behaviors displayed by individuals in various situations (Carl, 2006). In recent years, computer-mediated WOM has gained popularity among college students seeking information about instructors and course content through accessible websites such as RateMyProfessors.com (Edwards, C., Edwards, A., Qing, & Wahl, 2007). Despite the growing prevalence of online instructor rating systems, little research has examined the varying effects of specific message features. This study specifically analyzes humor in online instructor rating systems in terms of the influence on student perceptions of their own affective learning and state motivation to learn. Literature Review Word-of-Mouth Communication (WOM) Word-of-mouth communication (WOM) is an important topic of research because of its influence on the transmission of information. Bone (1992) defined WOM as the “exchange of comments, thoughts, and ideas among two or more individuals in which none of the individuals represent a marketing source” (p. 579). Adding the characteristic of technology to the definition, Carl (2006) defined WOM as “informal, evaluative communication (positive or negative) between at least two conversational participants about characteristics of an organization and/or a brand, product, or service that could take place online or offline” (p. 605). There have been numerous studies examining the relationship between WOM and consumer purchasing behavior (Brown & Reingen, 1987; Howard & Gengler, 2001), diffusion of new innovations (Singhal, Rogers, & Mahajan, 1999), product success (Day, 1971; Katz and Lazarsfeld, 1955), satisfaction with experiences (Harrison-Walker, 2001), and persuasion (Carl, 2006; Compton & Pfau, 2004). As such, WOM proves to be an important element in shaping the behaviors and attitudes of its participants. Chad Edwards (PhD, University of Kansas, 2003) and Autumn Edwards (PhD, Ohio University, 2006) are Assistant Professors of Communication in the School of Communication at Western Michigan University. Krystal Bresnahan (BA, Western Michigan University, 2007) is a MA student in the School of Communication at Western Michigan University. The first author can be contacted at chad.edwards@wmich.edu.