Content uploaded by A. Peter Mcgraw
Author content
All content in this area was uploaded by A. Peter Mcgraw on Nov 23, 2014
Content may be subject to copyright.
http://pss.sagepub.com/
Psychological Science
http://pss.sagepub.com/content/early/2010/06/29/0956797610376073
The online version of this article can be found at:
DOI: 10.1177/0956797610376073
published online 29 June 2010Psychological Science
A. Peter McGraw and Caleb Warren
Benign Violations : Making Immoral Behavior Funny
Published by:
http://www.sagepublications.com
On behalf of:
Association for Psychological Science
can be found at:Psychological ScienceAdditional services and information for
http://pss.sagepub.com/cgi/alertsEmail Alerts:
http://pss.sagepub.com/subscriptionsSubscriptions:
http://www.sagepub.com/journalsReprints.navReprints:
http://www.sagepub.com/journalsPermissions.navPermissions:
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
Psychological Science
XX(X) 1 –9
© The Author(s) 2010
Reprints and permission:
sagepub.com/journalsPermissions.nav
DOI: 10.1177/0956797610376073
http://pss.sagepub.com
Theories of humor often suggest that humor requires a per-
ceived violation, or something that disrupts people’s sense of
how the world ought to be (Freud, 1928; Gruner, 1997; Veatch,
1998). Moral psychology theories, however, typically suggest
that the very same types of normative breaches elicit negative
emotions, such as disgust, rather than amusement (Rozin,
Lowery, Imada, & Haidt, 1999). We hypothesize that humor is
elicited by benign violations and show that moral violations
that simultaneously seem benign elicit laughter and amuse-
ment in addition to disgust.
Humor Is Important
Humor is a psychological state characterized by the positive
emotion of amusement and the tendency to laugh (Gervais &
Wilson, 2005; Martin, 2007; Veatch, 1998). Understanding
humor is important to psychological science. Humor is ubiqui-
tous. People of all ages and cultures experience humor in their
daily conversation, observation, and imagination (Apte, 1985;
Wyer & Collins, 1992). The pursuit of humor affects people’s
entertainment choices and whom they select as friends, dates,
and mates (Martin, 2007; Provine, 2000). Humor also bestows
social, psychological, and physical benefits. It attracts atten-
tion and admiration, softens criticism, delineates social bound-
aries, and alleviates conflict between people with different
worldviews (Gervais & Wilson, 2005; Keltner, Capps, Kring,
Young, & Heerey, 2001; Martin, 2007). Humor even helps
people cope with anxiety, embarrassment, grief, and physical
pain (Gervais & Wilson, 2005; Keltner & Bonanno, 1997;
Martin, 2007).
Theories of Humor
Since the dawn of Western thought, philosophers, scientists,
and comedians have tried to explain what makes things funny.
Theories of humor, however, tend to suffer from one of two
drawbacks. Domain-specific theories, which address narrow
sources of humor, such as jokes (Raskin, 1985) or irony (Giora,
1995), are incapable of explaining humor across domains. And
general humor theories, which attempt to explain all types of
humor by supposing broad antecedents, such as incongruity
(Suls, 1972), superiority (Gruner, 1997), or tension release
(Freud, 1928), often erroneously predict humor, as in the case
of some unexpected tragedies. For example, unintentionally
killing a loved one would be incongruous, assert superiority,
Corresponding Author :
A. Peter McGraw, UCB 419, Leeds School of Business, University of
Colorado, Boulder, CO 80309
E-mail: peter.mcgraw@colorado.edu
Benign Violations: Making Immoral
Behavior Funny
A. Peter McGraw and Caleb Warren
Leeds School of Business, University of Colorado at Boulder
Abstract
Humor is an important, ubiquitous phenomenon; however, seemingly disparate conditions seem to facilitate humor. We
integrate these conditions by suggesting that laughter and amusement result from violations that are simultaneously seen as
benign. We investigated three conditions that make a violation benign and thus humorous: (a) the presence of an alternative
norm suggesting that the situation is acceptable, (b) weak commitment to the violated norm, and (c) psychological distance
from the violation. We tested the benign-violation hypothesis in the domain of moral psychology, where there is a strong
documented association between moral violations and negative emotions, particularly disgust. Five experimental studies show
that benign moral violations tend to elicit laughter and amusement in addition to disgust. Furthermore, seeing a violation as
both wrong and not wrong mediates behavioral displays of humor. Our account is consistent with evolutionary accounts of
laughter, explains humor across many domains, and suggests that humor can accompany negative emotion.
Keywords
humor, moral violations, moral judgment, emotion, mixed emotions, disgust, laughter
Received 9/23/09; Accepted 12/7/09
Research Article
Psychological Science OnlineFirst, published on June 29, 2010 as doi:10.1177/0956797610376073
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
2 McGraw, Warren
and release repressed aggressive tension, but is unlikely to be
funny. Moreover, most humor theories have difficulty predict-
ing laughter in response to tickling or play fighting in primates
(including humans). Consequently, evolutionarily primitive
sources of laughter, such as tickling and play fighting (Gervais
& Wilson, 2005), are typically treated as distinct from other
sources of humor (Provine, 2000; Wyer & Collins, 1992).
Although existing theories do not agree on the specific nec-
essary and sufficient antecedents of humor (Martin, 2007), a
broad review of the literature suggests three conditions that
facilitate humor. First, theorists since Aristotle have suggested
that humor is often evoked by violations, including apparent
threats, breaches of norms, or taboo content (Freud, 1928;
Gruner, 1997; Provine, 2000; Veatch, 1998). Empirical work
confirms that humor is aroused by displays of aggression, hos-
tility, and disparagement (McCauley, Woods, Coolidge, &
Kulick, 1983; Zillmann, 1983). For example, primates often
laugh when they are play fighting, tickled, or in the presence of
other physical threats (Gervais & Wilson, 2005; Provine, 2000).
A second, seemingly contradictory, condition is that humor
occurs in contexts perceived to be safe, playful, nonserious, or,
in other words, benign (Apter, 1982; Gervais & Wilson, 2005;
Ramachandran, 1998; Rothbart, 1973). For example, apparent
threats like play fighting and tickling are unlikely to elicit
laughter if the aggressor seems serious or is not trusted
(Gervais & Wilson, 2005; Rothbart, 1973).
A third condition provides a way to reconcile the first two:
Several theories suggest that humor requires an interpretive
process labeled simultaneity, bisociation, synergy, or incon-
gruity (Apter, 1982; Koestler, 1964; Raskin, 1985; Veatch,
1998; Wyer & Collins, 1992). That is, humor requires that two
contradictory ideas about the same situation be held simulta-
neously. For example, understanding puns, in which two
meanings of a word or phrase are brought together, requires
simultaneity (Martin, 2007; Veatch, 1998). Simultaneity,
moreover, provides a way to interpret the threats present in
play fighting and tickling as benign.
The Benign-Violation Hypothesis
With the exception of Veatch (1998), researchers have not
considered these three conditions together. Considered
together, however, they suggest an untested hypothesis:
Humor is aroused by benign violations. The benign-violation
hypothesis suggests that three conditions are jointly necessary
and sufficient for eliciting humor: A situation must be
appraised as a violation, a situation must be appraised as
benign, and these two appraisals must occur simultaneously.
Violations can take a variety of forms (Veatch, 1998). From
an evolutionary perspective, humorous violations likely origi-
nated as apparent physical threats, similar to those present in
play fighting and tickling (Gervais & Wilson, 2005). As
humans evolved, the situations that elicited humor likely
expanded from apparent physical threats to a wider range of
violations, including violations of personal dignity (e.g.,
slapstick, physical deformities), linguistic norms (e.g., unusual
accents, malapropisms), social norms (e.g., eating from a ster-
ile bedpan, strange behaviors), and even moral norms (e.g.,
bestiality, disrespectful behaviors). The benign-violation
hypothesis suggests that anything that is threatening to one’s
sense of how the world “ought to be” will be humorous, as
long as the threatening situation also seems benign.
Just as there is more than one way in which a situation can
be a violation, there is more than one way in which a violation
can seem benign. We propose and test three. A violation can
seem benign if (a) a salient norm suggests that something is
wrong but another salient norm suggests that it is acceptable,
(b) one is only weakly committed to the violated norm, or
(c) the violation is psychologically distant.
Benign Moral Violations
We tested the benign-violation hypothesis by examining reac-
tions to moral violations, or behaviors people consider wrong.
Moral violations provide a compelling test because the moral
psychology literature suggests that moral violations elicit strictly
negative emotion (McGraw & Tetlock, 2005; Rozin et al., 1999),
notably disgust (Rozin, Haidt, & McCauley, 2000). Consider the
following scenario adapted from Haidt, Koller, and Dias (1993):
A man goes to the supermarket once a week and buys a
dead chicken. But before cooking the chicken, he has
sexual intercourse with it. Then he cooks the chicken
and eats it.
Using a chicken carcass for masturbatory purposes violates
widely held moral norms concerning bestiality and necro-
philia. Consequently, most people are disgusted by this behav-
ior and consider it wrong (Haidt et al., 1993). However, for
several reasons, the behavior can simultaneously seem benign
and thus be amusing. First, it is harmless—after all, the chicken
was already dead—and therefore acceptable according to a
moral norm based on harm (Haidt et al., 1993). Second, as
unlikely as it may seem, some people may not be strongly
committed to the violated sexual norms (Haidt & Hersh,
2001). Third, the scenario seems hypothetical and thus psy-
chologically distant. The benign-violation hypothesis predicts
that people who see the behavior as both a violation and benign
will be amused. Those who do not simultaneously see both
interpretations will not be amused.
In five experimental studies, we explored whether benign
moral violations are more humorous than similar situations
that either do not involve a moral violation (Studies 1, 2, 4,
and 5) or involve a moral violation that is not benign (Studies
3–5). Our first two studies show that potentially benign moral
violations tend to elicit laughter and behavioral displays of
amusement. The latter three studies show that benign moral
violations elicit mixed emotions of amusement and disgust,
whereas moral violations that are not benign (i.e., malign vio-
lations) tend to elicit strictly negative emotion.
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
Benign Violations 3
Moral Violations Can Be Funny
Study 1: benign moral violations elicit laughter
Our first study investigated whether moral violations that can
be seen as benign are more likely to elicit laughter than are
behaviors that do not violate a moral norm.
Design and measures. Sixty-six people (42% female, 58%
male) approached on a large university campus agreed to com-
plete Study 1 in exchange for a candy bar. Participants read a
violation version and a control version of four different sce-
narios (see Table 1). The violation versions described behav-
iors that breach a widely recognized moral norm, but are
unusual enough to seem hypothetical and, therefore, psycho-
logically distant. Moreover, although these behaviors violate a
moral norm, they may be considered acceptable according to
an alternative norm. For example, in the Snorting Remains
scenario, a man disrespects his dead father by snorting his
ashes. However, technically, the behavior honors the wishes of
the deceased: The father told his son to do “whatever he
wished with the remains.” In the control version, there is no
violation: The son buries his father’s ashes.
After reading each version of each scenario, participants
were asked two questions: “Is the behavior described in this
scenario wrong (i.e., immoral)?” and “Did this scenario make
you laugh?” Participants responded “yes” or “no” to each
question.
The experiment used a 2 (version: violation, control) × 2
(version order: violation first, control first) × 4 (scenario order)
mixed design. Version was manipulated within subjects, and
the two order factors were manipulated between subjects.
Analyses showed no significant effects of gender or order
(ps > .10), so these variables are not discussed further.1
Results. Participants were more likely to judge the behavior in
the violation versions wrong than to judge the behavior in the
control versions wrong (69% vs. 2%), F(1, 58) = 576.5, p <
.001. They were also more likely to report laughter in response
to violation versions than in response to control versions
(44% vs. 5%), F(1, 58) = 112.4, p < .001, a pattern consistent
Table 1. Scenarios and Results From Study 1
Response (%)
Scenario and version “Behavior is wrong” “Behavior made me laugh” Both
Snorting Remains
Violation version: Before he passed away, Keith’s father told his son to
cremate his body. Then he told Keith to do whatever he wished with the
remains. Keith decided to snort his dead father’s ashes.
82 38 29
Control version: Before he passed away, Keith’s father told his son to
cremate his body. Then he told Keith to do whatever he wished with the
remains. Keith decided to bury his dead father’s ashes.
6 5 0
Selling Virginity
Violation version: Jenny’s family made some poor investments. Then her
father lost his job. She wanted to help out, and so she decided to sell her
virginity on eBay® to earn money to help pay off family debt.
78 45 35
Control version: Jenny’s family made some poor investments. Then her
father lost his job. She wanted to help out, and so she decided to sell her
jewelry on eBay® to earn money to help pay off family debt.
2 2 0
Stealing Tips
Violation version: The servers and bartenders at a wedding are denied tips
when the mother of the bride walks up to the bar and casually pockets
the money in the tip jar.
94 32 29
Control version: The servers and bartenders at a wedding earn extra tips
when the mother of the bride walks up to the bar and casually drops a
ten-dollar bill in the tip jar.
0 3 0
Endorsing Pork
Violation version: Jimmy Dean decides to hire a rabbi as their new spokes-
person for the company’s line of pork products.
21 62 12
Control version: Jimmy Dean decides to hire a farmer as their new spokes-
person for the company’s line of pork products.
0 12 0
Average
Violation version 69 44 27
Control version 2 5 0
Note: Boldface highlights the words that differed between versions.
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
4 McGraw, Warren
with the benign-violation hypothesis. A significant percentage
of participants who considered the behavior in the violation
versions wrong also reported laughing at the behavior (27%
vs. 0%), F(1, 58) = 60.7, p < .001 (see Table 1 for results).
Study 2: funny violations seem
“wrong” and “not wrong”
Next, we explored whether people who interpret a situation as
both a violation and benign are more likely to smile and laugh
than those who do not. One way a violation can be benign is if
it seems wrong according to one norm, but acceptable accord-
ing to another norm. Therefore, to test the simultaneity condi-
tion of the benign-violation hypothesis, we asked participants
exposed to either the violation version or the control version of
a scenario if they could interpret the behavior in the scenario
as both “wrong” and “not wrong.”
Design and measures. People were approached by a research
assistant on a large university campus and asked if they were
willing to participate in a brief research study. Those who con-
sented (N = 73) were given an envelope and instructed to read
a brief scenario inside. Depending on random assignment, the
scenario described a man who snorts (violation) or buries (con-
trol) his dead father’s ashes (see Snorting Remains in Table 1).
While the participant read the scenario, a research assistant,
blind to both the participant’s condition and the experiment’s
hypotheses, observed whether or not the participant smiled and
laughed. Participants who smiled or laughed were coded as
displaying amusement.
After reading the scenario, participants read the following
instructions:
People can interpret situations in a variety of ways.
Some people may think that a situation is wrong, while
others think that it is okay. Sometimes, however, the
same person may be able to see how a situation can be
interpreted as both wrong and okay. We want to know
whether you see the behavior in the above scenario as
wrong, not wrong, or both wrong and not wrong.
Participants then responded “yes” or “no” to each of two ques-
tions: “Can you interpret the behavior in this scenario as wrong
(i.e., immoral)?” and “Can you interpret the behavior in this
scenario as not wrong (i.e., okay)?”
Results. Results were consistent with those of the initial study.
Participants were more likely to show signs of amusement
while reading the violation version about a son snorting his
father’s ashes than while reading the control version about a
son burying his father’s ashes (32% vs. 8%), χ2(1, N = 73) =
6.5, p = .01. Interestingly, participants who interpreted the
behavior as both wrong and not wrong were significantly more
likely to show signs of amusement than participants who inter-
preted the behavior as strictly wrong or strictly not wrong
(44% vs. 13%), χ2(1, N = 73) = 8.5, p < .01. A mediation test
indicated that the interpretation of the behavior as both wrong
and not wrong partially mediated the effect of scenario version
on displays of amusement, Sobel t = 2.1, p < .05 (Baron &
Kenny, 1986).
Mixed Emotions and Benign Violations
Theorists typically describe humor as a strictly positive emo-
tional experience (Gervais & Wilson, 2005; Martin, 2007;
Veatch, 1998). However, the benign-violation hypothesis pos-
its that a violation is a necessary condition for humor, and vio-
lations typically elicit negative emotion (Nesse, 1990; Rozin
et al., 1999). Moreover, simultaneity, another necessary condi-
tion for humor according to the benign-violation hypothesis, is
conducive to mixed emotions (Larsen, McGraw, Mellers, &
Cacioppo, 2004). Thus, we suspect that some humorous situa-
tions may arouse negative emotion in addition to amusement
and laughter. A similar idea was initially suggested by Plato
(trans. 1975), who believed that humor involves a mixture of
pleasure and pain, and recent research has confirmed that
some humorous experiences, such as tickling and toilet humor,
involve mixed emotions (Harris & Alvarado, 2005; Hemenover
& Schimmack, 2007). Our subsequent studies tested whether
benign moral violations elicit mixed emotions of amusement
and disgust. The studies also investigated conditions that make
violations simultaneously seem benign.
Study 3: conflicting norm interpretations
One way in which a violation may seem benign is if one
norm suggests that the behavior is wrong but another simul-
taneously suggests that it is acceptable. Consider the sce-
nario developed by Schnall, Haidt, Clore, and Jordan (2008),
in which a man rubs his bare genitals on his pet kitten. In the
original scenario, the kitten “purrs and seems to enjoy the
contact” (p. 1108). The protagonist violates a moral norm
related to bestiality by using his pet kitten as a sex toy.
However, because no one is harmed—note that the kitten
seems to enjoy the contact—the behavior is acceptable
according to an alternative norm based on harm (Haidt,
2007). Consequently, we suspect that many people will see
the behavior in this scenario as a benign violation and be
amused. But what if the kitten is harmed by the behavior?
Suppose that instead of purring, the kitten “whines and does
not seem to enjoy the contact.” In this case, the behavior is
wrong according to both norms. We suspect that this viola-
tion will seem less benign and, consequently, less amusing.
Study 3 tested this hypothesis.
Design and measures. Thirty-six undergraduates (42% female,
58% male) completed the experiment in exchange for partial
course credit. Participants were randomly assigned to read one
of two versions (harmful, harmless) of a scenario in which a
man rubs his genitals on a kitten (see Table 2). Participants
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
Benign Violations 5
reported their reaction to the scenario on a series of dichoto-
mous yes/no measures, as recommended in the literature on
mixed emotions (Larsen, McGraw, & Cacioppo, 2001; Russell
& Carroll, 1999). Specifically, participants indicated whether
or not they were amused, were disgusted, and thought the
behavior was wrong.
Results. Most participants judged the behavior in the sce-
nario to be wrong (72%) and disgusting (94%) regardless of
condition; however, participants were more amused by the
harmless version than by the harmful version (61% vs. 28%),
χ2(1, N = 36) = 4.1, p < .05. Moreover, amusement typically
supplemented, rather than replaced, feelings of disgust. Con-
sequently, participants were more likely to report being both
amused and disgusted when the behavior was harmless than
when it was harmful (56% vs. 22%), χ2(1, N = 36) = 4.2, p <
.05 (see Table 3 for results).
Study 4: commitment to the violated norm
Another way a violation may seem benign is if a situation vio-
lates a norm to which people are only weakly committed
(Veatch, 1998). People who are more weakly committed to a
norm can recognize the violation but are less likely to be
threatened or to directly experience the violation’s repercus-
sions. Consider a news story about a church that raffles off a
Hummer SUV as part of a promotion for its members (Graham,
2005). Engaging in such a secular promotion jeopardizes the
sanctity of the church, and, although most people consider
churches sacred, churchgoers should be more strongly com-
mitted to this belief than are people who do not attend church
(McGraw, Schwartz, & Tetlock, 2010). Consequently, we
expected that nonchurchgoers would be more amused and
would experience more mixed emotions than churchgoers
when reading about a church that raffles off an SUV as part of
a promotion.
Design and measures. Eighty undergraduate participants
(55% female, 45% male) completed Study 4 for partial course
credit. Participants were randomly assigned to read either a
violation version or a control version of a scenario in which a
church (violation) or a credit union (control) raffles off an H2
Hummer SUV as part of a promotion (see Table 2). Partici-
pants indicated whether or not they were amused and dis-
gusted, responding “yes” or “no.” Next, we asked whether or
not participants attended church (our proxy for commitment).
Participants who attended church were coded as strongly com-
mitted, and participants who never attended church were
coded as weakly committed to the sanctity of the church.
Crossing the manipulation with the individual difference in
commitment yielded a 2 (version: violation, control) × 2 (com-
mitment: high, low) between-subjects design.
Results. Both nonchurchgoers and churchgoers were disgusted
by the violation, a church giving away an SUV (69% vs. 65%),
χ2(1, N = 39) = 0.06, p > .8. However, nonchurchgoers, who
were less committed to the violated norm, were more likely to
be amused than churchgoers (92% vs. 62%), χ2(1, N = 39) =
4.1, p < .05. Nonchurchgoers were also more likely than
churchgoers to be both amused and disgusted (69% vs. 35%),
χ2(1, N = 39) = 4.2, p < .05. As expected, we found no differ-
ences between churchgoers and nonchurchgoers in the control
condition, in which a credit union gave away an SUV (ps > .1;
see Table 4 for results).2
Table 2. Scenarios for Studies 3, 4, and 5
Study and scenario Harmless or control version Harmful or violation version
Study 3: Kitten (adapted from
Schnall, Haidt, Clore, &
Jordan, 2008)
Matthew is playing with his new kitten late one
night. He is wearing only his boxer shorts, and
the kitten sometimes walks over his genitals.
Eventually, this arouses him, and he begins to
rub his bare genitals along the kitten’s body.
The kitten purrs, and seems to enjoy the
contact.
Matthew is playing with his new kitten late one
night. He is wearing only his boxer shorts, and
the kitten sometimes walks over his genitals.
Eventually, this arouses him, and he begins to
rub his bare genitals along the kitten’s body.
The kitten whines, and does not seem to
enjoy the contact.
Study 4: Hummer (adapted from
Graham, 2005)
In order to recruit new members, a credit
union is raffling off a new H2 Hummer SUV.
Anyone who joins the credit union in the next
six months will be eligible to enter and win the
H2.
In order to recruit new members, a church is
raffling off a new H2 Hummer SUV. Anyone
who joins the church in the next six months
will be eligible to enter and win the H2.
Study 5: Chicken (adapted from
Haidt, Koller, & Dias, 1993)
A man goes to the supermarket once a week
and buys a chicken. But before cooking the
chicken, he marinates it. Then he cooks
the chicken and eats it.
A man goes to the supermarket once a week
and buys a chicken. But before cooking the
chicken, he has sexual intercourse with it.
Then he cooks the chicken and eats it.
Note: Boldface highlights the words that differed between versions.
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
6 McGraw, Warren
Study 5: psychological distance
from the violation
Psychological distance in its many forms—temporal, social,
spatial, likelihood, or hypotheticality (Liberman & Trope,
2008)—may also make a violation seem more or less benign
(Williams & Bargh, 2008). Comedians have long speculated
that increasing psychological distance helps transform nega-
tive experiences into amusing ones. Carol Burnett highlighted
the role of temporal distance, stating, “Comedy is tragedy plus
time” (Wikiquote, 2010). Mel Brooks focused instead on
social distance in his famous quip, “Tragedy is when I cut my
finger. Comedy is when you walk into an open sewer and die”
(Wikiquote, 2010). Indeed, increasing psychological distance
reduces the threat associated with aversive events (Williams &
Bargh, 2008) and induces mixed emotional responses to phys-
ically disgusting and frightening stimuli (Andrade & Cohen,
2007; Hemenover & Schimmack, 2007).
Because increasing psychological distance should make
violations seem more benign, we hypothesized that psycho-
logically distant moral violations would elicit more amuse-
ment than psychologically near violations. In Study 5, we
used a priming procedure to activate far or near psychologi-
cal distance. After this procedure, participants were ran-
domly exposed to a moral violation or a similar control
scenario.
Design and procedure. Seventy-three undergraduate partici-
pants (34% female, 66% male) at a large university completed
this experiment for partial course credit. Participants were
randomly assigned to one of four conditions in a 2 (version:
violation, control) × 2 (psychological distance: far, near)
between-subjects design.
First, participants were asked to plot two points on a Carte-
sian coordinate plane, ostensibly to help develop a new stan-
dardized test question. Participants in the far condition plotted
Table 3. Results for Study 3
Version
Response to scenario Harmless Harmful χ2 test
Behavior is wrong 72 72 —
Disgusted 94 94 —
Amused 61 28 χ2(1, N = 36) = 4.1, p < .05
Both disgusted and amused 56 22 χ2(1, N = 36) = 4.2, p < .05
Disgusted only 39 72 χ2(1, N = 36) = 4.1, p < .05
Amused only 6 6 —
Neither disgusted nor amused 0 0 —
Note: The table indicates the percentage of participants who reported each response.
Table 4. Results for Study 4
Violation version Control version
Response
Low com-
mitment
High com-
mitment Total
χ2 test (low vs. high
commitment)
Low com-
mitment
High com-
mitment Total
χ2 test (low vs. high
commitment)
χ2 test (violation vs.
control)
Disgusted 69 65 67 χ2(1, N = 39) = 0.06,
p < .81
0 28 22 χ2(1, N = 41) = 3.2,
p < .17a
χ2(1, N = 80) = 16.2,
p < .001
Amused 92 62 72 χ2(1, N = 39) = 4.1,
p < .05
44 59 56 χ2(1, N = 41) = 0.64,
p < .42
χ2(1, N = 80) = 2.1,
p < .14
Both disgusted
and amused
69 35 46 χ2(1, N = 39) = 4.2,
p < .05
0 16 12 χ2(1, N = 41) = 1.6,
p < .57a
χ2(1, N = 80) = 11.3,
p < .001
Disgusted only 0 31 21 χ2(1, N = 39) = 5.0,
p < .04a
0 12 10 χ2(1, N = 41) = 1.2,
p < .56a
χ2(1, N = 80) = 1.8,
p < .18
Amused only 23 27 26 χ2(1, N = 39) = 0.07,
p < .80
44 44 44 χ2(1, N = 41) = 0.00,
p < .98
χ2(1, N = 80) = 2.9,
p < .09
Neither
disgusted
nor amused
8 8 8 — 56 28 34 χ2(1, N = 41) = 2.4,
p < .13
χ2(1, N = 80) = 8.4,
p < .01
Note: The table indicates the percentage of participants who reported each response.
aThese p values were calculated using Fisher’s exact test.
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
Benign Violations 7
Table 5. Results for Study 5
Violation version Control version
Response
Far
condition
Near
condition Total
χ2 test (far vs. near
condition)
Far
condition
Near
condition Total
χ2 test (far vs. near
condition)
χ2 test (violation vs.
control)
Disgusted 86 83 85 χ2(1, N = 40) = 0.03,
p < 1.0a
0 6 3 χ2(1, N = 32) = 0.01,
p < 1.0a
χ2(1, N = 72) = 48.7,
p < .001
Amused 73 39 58 χ2(1, N = 40) = 4.6,
p < .03
7 11 9 χ2(1, N = 32) = 0.05,
p < 1.0a
χ2(1, N = 72) = 17.8,
p < .001
Both disgusted
and amused
64 28 47 χ2(1, N = 40) = 5.1,
p < .02
0 0 0 — χ2(1, N = 72) = 21.2,
p < .001
Disgusted only 23 56 38 χ2(1, N = 40) = 4.6,
p < .03
0 6 3 χ2(1, N = 32) = 0.01,
p < 1.0a
χ2(1, N = 72) = 12.6,
p < .001
Amused only 9 11 10 χ2(1, N = 40) = 0.10,
p < 1.0a
7 11 9 χ2(1, N = 32) = 0.05,
p < 1.0a
χ2(1, N = 72) = 0.01,
p < 1.0a
Neither
disgusted nor
amused
5 6 5 χ2(1, N = 40) = 0.34,
p < 1.0a
93 83 88 χ2(1, N = 32) = 0.07,
p < .61a
χ2(1, N = 72) = 49.8,
p < .001
Note: The table indicates the percentage of participants who reported each response.
aThese p values were calculated using Fisher’s exact test.
points, (12, 10) and (−11, −8), approximately 16 cm apart on
the coordinate plane. Participants in the near condition plotted
points, (2, 4) and (−3, −1), approximately 4 cm apart on the
coordinate plane (Williams & Bargh, 2008). After completing
the distance prime, participants read one of two versions of a
scenario adapted from Haidt et al. (1993) as part of an ostensi-
bly unrelated experiment. Participants read about a man either
having sexual intercourse with (violation) or marinating (con-
trol) a chicken before cooking and eating it (see Table 2). They
indicated whether or not they were amused and whether or not
they were disgusted, responding “yes” or “no” to each
question.
Results. Most participants responded with disgust to the viola-
tion, a man having sexual intercourse with a chicken, irrespec-
tive of whether they were primed with far or near distance
(86% vs. 83%), χ2(1, N = 40) = 0.07, p > .7. However, partici-
pants primed to feel psychologically far from the violation
were more amused than those primed to feel psychologically
near the violation (73% vs. 39%), χ2(1, N = 40) = 4.6, p < .05.
They also were more likely to report being both amused and
disgusted (64% vs. 28%), χ2(1, N = 40) = 5.1, p < .05. Partici-
pants responded to the control scenario, a man marinating a
chicken, with very little emotion, and these responses did not
differ as a function of psychological distance (ps > .3; see
Table 5 for results).
Discussion
We found that benign moral violations tend to elicit laughter
(Study 1), behavioral displays of amusement (Study 2), and
mixed emotions of amusement and disgust (Studies 3–5). Moral
violations are amusing when another norm suggests that the
behavior is acceptable (Studies 2 and 3), when one is weakly
committed to the violated norm (Study 4), or when one feels
psychologically distant from the violation (Study 5). These
findings contribute to current understanding of humor by pro-
viding empirical support for the benign-violation hypothesis
and by showing that negative emotions can accompany laughter
and amusement. The findings also contribute to understanding
of moral psychology by showing that benign moral violations
elicit laughter and amusement in addition to disgust.
We investigated the benign-violation hypothesis in the
domain of moral violations. The hypothesis, however, appears
to explain humor across a range of domains, including tick-
ling, teasing, slapstick, and puns. As previously discussed,
tickling, which often elicits laughter, is a benign violation
because it is a mock attack (Gervais & Wilson, 2005; Koestler,
1964). Similarly, teasing, which is a playful, indirect method
of provocation that threatens the dignity of a target (Keltner
et al., 2001), appears to be consistent with the benign-violation
hypothesis. Targets are more likely to be amused by teasing
that is less direct (multiple possible interpretations), less rele-
vant to the targets’ self-concept (low commitment), and more
exaggerated (greater hypotheticality or psychological dis-
tance; Keltner et al., 2001). Slapstick humor also involves
benign violations because the harmful or demeaning acts are
hypothetical and thus psychologically distant. Slapstick is less
funny if it seems too real or if the viewer feels empathy for the
victim. Humorous puns also appear to be benign violations.
A pun is funny, at least to people who care about language,
because it violates a language convention but is technically
correct according to an alternative interpretation of a word or
phrase (Veatch, 1998).
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
8 McGraw, Warren
Conclusion
Synthesizing seemingly disparate ideas into three jointly nec-
essary and sufficient conditions (appraisal as a violation,
appraisal as a benign situation, and simultaneity), we suggest
that humor is a positive and adaptive response to benign viola-
tions. Humor provides a healthy and socially beneficial way to
react to hypothetical threats, remote concerns, minor setbacks,
social faux pas, cultural misunderstandings, and other benign
violations people encounter on a regular basis. Humor also
serves a valuable communicative function (Martin, 2007;
Provine, 2000; Ramachandran, 1998): Laughter and amuse-
ment signal to the world that a violation is indeed okay.
Acknowledgments
The authors contributed equally to this work. We thank Christy
Horber and Derick Davis for research assistance. We also thank Dan
Bartels, Jeff Larsen, Jonathan Levav, Michael Sargent, Phil Tetlock,
Lawrence Williams, and the Judgment, Emotion, Decision, and
Intuition (JEDI) lab for helpful comments.
Declaration of Conflicting Interests
The authors declared that they had no conflicts of interest with
respect to their authorship or the publication of this article.
Notes
1. Across the five studies, there was no consistent evidence for
gender effects. When they were present, women tended to be less
amused than men. This could have been due to stimulus selection
or socially desirable responding. We leave this question to future
research.
2. We suspect that the participants who were amused in the control
condition were amused because the brand name, Hummer, also can
be used as a euphemism for a sexual act, which created an unintended
benign violation.
References
Andrade, E.B., & Cohen, J.B. (2007). On the consumption of nega-
tive feelings. Journal of Consumer Research, 34, 283–300.
Apte, M.L. (1985). Humor and laughter: An anthropological approach.
Ithaca, NY: Cornell University Press.
Apter, M.J. (1982). The experience of motivation: The theory of
psychological reversals. London: Academic Press.
Baron, R.M., & Kenny, D.A. (1986). The moderator-mediator vari-
able distinction in social psychological research: Conceptual,
strategic, and statistical considerations. Journal of Personality
and Social Psychology, 51, 1173–1182.
Freud, S. (1928). Humor. International Journal of Psychoanalysis,
9, 1–6.
Gervais, M., & Wilson, D.S. (2005). The evolution and functions of
laughter and humor: A synthetic approach. Quarterly Review of
Biology, 80, 395–430.
Giora, R. (1995). On irony and negation. Discourse Processes, 19,
239–264.
Graham, K. (2005, January 10). Church’s Hummer prize too worldly?
St. Petersburg Times. Retrieved May 24, 2010, from http://www
.sptimes.com/2005/01/10/Hillsborough/Church_s_Hummer_
prize.shtml
Gruner, C. (1997). The game of humor: A comprehensive theory of
why we laugh. New Brunswick, NJ: Transaction.
Haidt, J. (2007). The new synthesis in moral psychology. Science,
316, 998–1002.
Haidt, J., & Hersh, M.A. (2001). Sexual morality: The cultures and
emotions of conservatives and liberals. Journal of Applied Social
Psychology, 31, 191–221.
Haidt, J., Koller, S.H., & Dias, M.G. (1993). Affect, culture, and
morality, or is it wrong to eat your dog. Journal of Personality
and Social Psychology, 65, 613–628.
Harris, C.R., & Alvarado, N. (2005). Facial expressions, smile types,
and self-report during humour, tickle, and pain. Cognition &
Emotion, 19, 655–669.
Hemenover, S.H., & Schimmack, U. (2007). That’s disgusting! . . . ,
but very amusing: Mixed feelings of amusement and disgust. Cog-
nition & Emotion, 21, 1102–1113.
Keltner, D., & Bonanno, G.A. (1997). A study of laughter and disso-
ciation: Distinct correlates of laughter and smiling during bereave-
ment. Journal of Personality and Social Psychology, 73, 687–702.
Keltner, D., Capps, L., Kring, A.M., Young, R.C., & Heerey, E.A.
(2001). Just teasing: A conceptual analysis and empirical review.
Psychological Bulletin, 127, 229–248.
Koestler, A. (1964). The act of creation. New York: Macmillan.
Larsen, J.T., McGraw, A.P., & Cacioppo, J.T. (2001). Can people
feel happy and sad at the same time? Journal of Personality and
Social Psychology, 81, 684–696.
Larsen, J.T., McGraw, A.P., Mellers, B.A., & Cacioppo, J.T.
(2004). The agony of victory and thrill of defeat: Mixed emotional
reactions to disappointing wins and relieving losses. Psychological
Science, 15, 325–330.
Liberman, N., & Trope, Y. (2008). The psychology of transcending
the here and now. Science, 322, 1201–1205.
Martin, R.A. (2007). The psychology of humor: An integrative
approach. Burlington, MA: Elsevier Academic Press.
McCauley, C., Woods, K., Coolidge, C., & Kulick, W. (1983). More
aggressive cartoons are funnier. Journal of Personality and
Social Psychology, 44, 817–823.
McGraw, A.P., Schwartz, J., & Tetlock, P.E. (2010). Commercial
marketing with communal sentiments: Reframing taboo trade-
offs in religious and pharmaceutical marketing. Manuscript sub-
mitted for publication.
McGraw, A.P., & Tetlock, P.E. (2005). Taboo trade-offs, relational
framing, and the acceptability of exchanges. Journal of Consumer
Psychology, 15, 2–15.
Nesse, R.M. (1990). Evolutionary explanations of emotions. Human
Nature, 1, 261–289.
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
Benign Violations 9
Plato. (1975). Philebus (J.C.B. Gosling, Trans.). Oxford, England:
Clarendon Press.
Provine, R.R. (2000). Laughter: A scientific investigation. New York:
Viking.
Ramachandran, V.S. (1998). The neurology and evolution of humor,
laughter, and smiling: The false alarm theory. Medical Hypo th-
eses, 51, 351–354.
Raskin, V. (1985). Jokes. Psychology Today, 19, 34–39.
Rothbart, M.K. (1973). Laughter in young children. Psychological
Bulletin, 80, 247–256.
Rozin, P., Haidt, J., & McCauley, C.R. (2000). Disgust. In M. Lewis
& J. Haviland (Eds.), Handbook of emotions (2nd ed., pp. 637–
653). New York: Guilford.
Rozin, P., Lowery, L., Imada, S., & Haidt, J. (1999). The CAD triad
hypothesis: A mapping between three moral emotions (contempt,
anger, disgust) and three moral codes (community, autonomy, divin-
ity). Journal of Personality and Social Psychology, 76, 574–586.
Russell, J.A., & Carroll, J.M. (1999). On the bipolarity of positive
and negative affect. Psychological Bulletin, 125, 3–30.
Schnall, S., Haidt, J., Clore, G.L., & Jordan, A.H. (2008). Disgust
as embodied moral judgment. Personality and Social Psychology
Bulletin, 34, 1096–1109.
Suls, J. (1972). A two-stage model for the appreciation of jokes and
cartoons: An information-processing analysis. In J.H. Goldstein &
P.E. McGhee (Eds.), The psychology of humor: Theoretical perspec-
tives and empirical issues (pp. 81–100). New York: Academic Press.
Veatch, T.C. (1998). A theory of humor. Humor: International
Journal of Humor Research, 11, 161–215.
Wikiquote. (2010). Comedy. Retrieved May 24, 2010, from http://
en.wikiquote.org/wiki/Comedy
Williams, L.E., & Bargh, J.A. (2008). Keeping one’s distance:
The influence of spatial distance cues on affect and evaluation.
Psychological Science, 19, 302–308.
Wyer, R.S., & Collins, J.E. (1992). A theory of humor elicitation.
Psychological Review, 99, 663–688.
Zillmann, D. (1983). Disparagement humor. In P.E. McGhee &
J.H. Goldstein (Eds.), Handbook of humor research (Vol. 1,
pp. 85–107). New York: Springer-Verlag.
by SAGE Account on July 8, 2010pss.sagepub.comDownloaded from
