While the study of psychology has offered little in the way of explaining the creative process, Koestler examines the idea that we are at our most creative when rational thought is suspended--for example, in dreams and trancelike states. All who read The Act of Creation will find it a compelling and illuminating book.

The Act of Creation

This article presents a general theory of humor elicitation that specifies the conditions in which humor is experienced in both social and nonsocial situations. The theory takes into account the interpretation of a stimulus event that is necessary to elicit humor, the difficulty of identifying the humor-eliciting features of this interpretation, and the cognitive elaboration of implications of the event. The influence of these factors is postulated to depend on subjects' information-processing objectives at the time a stimulus event occurs. The theory is used to conceptualize the humor elicited by jokes, witticisms, and social events that are neither intended nor expected to be humorous. Particular attention is given to the cognitive underpinnings of responses to ethnic humor and to the humor that is elicited by one's own behavior in social situations.

A theory of humor elicitation.

Motivational Styles in Everyday Life offers a definitive statement on reversal theory and sheds light on the paradoxes of risk taking, addiction, rebelliousness, and other areas of motivation, emotion, and personality. This articulate, concise, and persuasive volume is based on the understanding that people are essentially changeable and move between different "motivational styles" in the course of daily life. Written by primary proponents of reversal theory, this important book will have broad implications for understanding both normal and pathological human behavior.

Motivational styles in everyday life: A guide to reversal theory.

Humor is a commonly used communication tool in advertising in the United States, but U.S. marketers know little about its use and effectiveness in foreign markets. Such limited knowledge hinders international managers' ability to determine which aspects of humorous communications are likely to be amenable to global standardization and which should be adapted to local expectations. The authors examine the content of humorous television advertising from four national cultures: Korea, Germany, Thailand, and the United States. Findings indicate that humorous communications from such diverse national cultures share certain universal cognitive structures underlying the message. However, the specific content of humorous advertising is likely to be variable across national cultures along major normative dimensions such as collectivism- individualism.

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Identifying Global and Culture- Specific Dimensions of Humor in Advertising: A Multinational Analysis

Few studies have tested models incorporating cognitive as well as affective mechanisms that help explain different levels of perceived humorousness in advertising (cf. Alden and Hoyer 1993; Speck 1991). In the first of two studies, an extended incongruity resolution model of humor perception in television advertising is proposed and tested. In that test, schema familiarity is found to moderate surprise resulting from ad content incongruity. Furthermore, playfulness of the ad, ease of resolution of the incongruity in the ad and warmth created by the ad moderate the effects of surprise on humor. Thus, surprise appears to be a necessary, but not sufficient, condition for humor in television advertising. In the second study, the role of surprise in generating humor is examined in more detail. Specifically, evidence supports the hypothesis that, following exposure to incongruity, surprise can be transformed into diverse affective outcomes such as fear and humor depending on the presence of different c...

The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

Disparagement humor: Dispositions and resolutions.

Relationships among affective and cognitive factors in humor

A total of 189 students in two studies rated jokes on funniness and several other scales after rating their own mood on the Nowlis-Green Mood Adjective Check List. Subjects in Experiment 1 gave a second and third set of mood ratings after their joke-funniness ratings. Three mood factors—surgency, elation, and vigor—reliably predicted joke appreciation in both studies. More tentative evidence linked humor appreciation to concentration, social affection, excitement, freedom, and (lack of) fatigue, but humor appeared independent of aggression, anxiety, tension, and inhibition. Relationships among joke-scale ratings were highly similar for subjects reporting relatively positive moods and those reporting more negative moods. Results were discussed with reference to several humor theories.

William L. Barron

Papers

Disparagement humor: Dispositions and resolutions.

Relationships among affective and cognitive factors in humor

Studies of mood and humor appreciation