In this paper, two studies demonstrate that the efficacy of sexual humor in advertising is more complicated than the conventional wisdom of “works for males, but not for females." The findings suggest that males and females tend not to exhibit significant differences in sexual humor evaluation...

In the spirit of examining humor contextually, we consider a basic question in this essay: do different humor types “play by the same rules,” cognitively speaking? We examine the relationship between humor and cognitive processing style, as operationalized through Need for Cognition. We find...