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Appreciation of Pro-Attitudinal Versus Counter-Attitudinal Political Humor: A Cognitive Consistency Approach to the Study of Political Entertainment

This study highlights the explanatory principle of cognitive consistency as a foundation for political entertainment research. More specifically, appreciation for pro- versus counter-attitudinal political humor is analyzed via one statewide (N = 304) and two national surveys (N = 1008, N = 786, respectively). Analyses reveal a preference for pro-attitudinal over counter-attitudinal humor. In addition, an assessment of pro- versus counter-attitudinal political humor appreciation serving as potential mediators of one another relative to political party identification is offered. Pro-attitudinal political humor appreciation serves as the stronger mediator, but a full range of mediation-based processes are evident. Implications and potential future lines of research are detailed.