Separating Content and Structure in Humor Appreciation A Bimodal Structural Equation Modeling Approach

The present study empirically tests a bimodal model of humor appreciation. In this model, individual differences in evaluating jokes and cartoons are attributed to their contents (sexual and aggressive) and structures (incongruity-resolution and nonsense). A total of 225 participants (64% women, M-age = 32.37 years) rated 50 jokes and cartoons on funniness, offensiveness, and boringness. They also completed a standard humor appreciation measure (the 3 WD). Using structural equation modeling, the bimodal model was found to be superior to alternative models. Regressions predicting the 3 WD categories supported the convergent and discriminant validity of the content and structure factors. In line with previous research, gender differences were found for the content factors, but not for the structure factors. Overall, this study is the first to show the viability of bimodal models of humor appreciation. They allow capturing the sources of individual differences in humor appreciation more adequately than previous models, thus providing a basis for future theories, research, and applications.