This preregistered systematic review examines how personality traits, organized within the Five-Factor Model (FFM) dimensions, influence consumer responses to humorous advertising. We reviewed empirical studies assessing either the predictive or moderating role of personality in shaping affective, cognitive, attitudinal, intentional, or behavioral responses to humorous ads. A comprehensive literature search yielded 1,357 records, from which 32 full-text articles, comprising 43 independent studies (N = 9,662), were included. Although a meta-analysis was planned, substantial heterogeneity in trait operationalizations, outcome definitions, and insufficient statistical reporting prevented quantitative synthesis. Findings were narratively synthesized. Traits associated with Openness and Extraversion emerged as more consistent moderators of humor effects, while predictive effects across all dimensions were generally weak and inconsistent. The review identifies critical conceptual and methodological limitations, including inconsistent outcome constructs, trait misclassification, the use of intuitive humor typologies, and weakness in designs. By organizing findings within a validated personality framework, this review provides a clearer theoretical foundation and practical insights for personality-based targeting in humorous advertising. Implications are discussed for advancing field research.