Constructing something funny: levels of associative connection in Tom Swifties

In the present study, redundancy (low, medium, or high association between the adverb and sentence content) and contextual connection (presence vs. absence of a meaning-based connection between the adverb and other information in the sentence) were manipulated systematically in Tom Swifties (single-sentence wordplays in which a pun is based on the adverb at the end of the sentence). Sixty-nine university students provided ratings of each Swifty's humorousness, cleverness, and coherence and of their reactions to each (tendency to smile, laugh, and groan). Added context led to greater perceived coherence. In keeping with optimal level of arousal arising from resolution of incongruity, an inverted-U redundancy effect was obtained for all scales except "groan." The authors suggest that a social setting is a required but not a sufficient condition for a pun to evoke a groan. It also requires material of greater length that includes some build-up, as found in a fable or shaggy-dog story.