ABSTRACTHumorous advertising research suggests that characteristics of consumers might affect consumers' response to humorous advertising. This article reports the results of a study which suggest that two characteristics of consumers (i.e., sex and appreciation of humor) can affect appropriateness of humorous services advertising. Another finding of this study was that most consumers deemed it inappropriate to use humor when advertising professional services. However, males found it more appropriate to use humor when advertising professional services than do females. The results of the study suggest that when consumers deem a service highly appropriate for humorous services advertising, sex has no effect. However, within that condition appreciation of humor affects the appropriateness of humorous services advertising. Conversely, sex does have an effect on the appropriateness of humorous services advertising if consumers believe that the service is less appropriate for using humorous services advertising. The effects of sex on consumers' response to humorous advertising have been controversial. However, the results of this study appear to help clarify the effects of sex when using humorous services advertising.