A cross-cultural test of the two-part typology of humor.
Ten humorous television advertisements were shown to 44 Finnish and 68 American university students to investigate whether Freud's two-part humor typology (tendencious/nontendencious) adequately represented the perceptions of both nationalities. Confirmatory factor analysis did not confirm the two-type structure for either nationality, and subsequent exploratory factor analysis indicated different humor perceptions for Finns and Americans. Second-order factor analysis yielded an aggressive and a nonsense factor, which suggests that the more reductive two-part structure may exist across cultures.
McCullough
L S
LS
Department of Marketing, Miami University, Oxford, OH 45056.
D000328:Adult; D000329:Advertising; D003431:Cross-Cultural Comparison; D003466:Cultural Characteristics; D005260:Female; D005387:Finland; D006801:Humans; D008297:Male; D013690:Television; D014481:United States; D014925:Wit and Humor as Topic