|So a chicken crosses the road...|
I'm not sure how ground breaking this research is. In fact, I think it's pretty much common knowledge that women prefer funny men. Heck, I think just about anybody would prefer to socialize with somebody that's upbeat and humorous over somebody sulking in the corner. However, it is interesting that women seem to view humor as negative in the long run (apparently, the reason for all those joyless marriages). This seems to imply a lose-lose situation. Well, at least for those people looking for a long-term relationship. Easy to connect with the opposite sex with humor, but comes off as sleazy; hard to connect without humor, but conveys trustworthiness.
But wait, I think I have the solution. Simply use humor to break the ice, then quickly show your serious, thoughtful side while still occasionally peppering in some humorous comments until eventually all the humor is gone. Give them the ole' bait and switch (but I suppose, judging by all the relationships I've ever witnessed, this tactic is common knowledge as well...). Either way, humor seems to be much more of an asset than a liability. After all, the first step to finding a place to stay is getting your foot in the door.