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This is not even funny: cross-country differences in humor styles and international trade in audio-visual services

Author

Listed:
  • Prof. Dr. Philipp Harms

    (Johannes Gutenberg University, Germany)

  • Albi Lika

    (Johannes Gutenberg University, Germany)

Abstract

Using two survey-based data sets that characterize the prevalence of different humor styles across a wide range of countries, we explore whether humor matters for international trade in audio-visual services. Our results suggest that, ceteris paribus, aggregate humor distance – i.e. differences in how countries’ inhabitants, on average, use humor in their daily life – negatively affects bilateral trade in movies, tv series etc. We also find that differences in detrimental humor styles – “aggressive” or “self-defeating” – are particularly harmful, while differences in “affiliative” humor seem to enhance trade in audio-visual services.

Suggested Citation

  • Prof. Dr. Philipp Harms & Albi Lika, 2026. "This is not even funny: cross-country differences in humor styles and international trade in audio-visual services," Working Papers 2604, Gutenberg School of Management and Economics, Johannes Gutenberg-Universität Mainz.
    • Handle: RePEc:jgu:wpaper:2604
    as

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    References listed on IDEAS

    as
    1. James E. Anderson & Eric van Wincoop, 2003. "Gravity with Gravitas: A Solution to the Border Puzzle," American Economic Review, American Economic Association, vol. 93(1), pages 170-192, March.
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    3. Ethan Ilzetzki & Carmen M Reinhart & Kenneth S Rogoff, 2019. "Exchange Arrangements Entering the Twenty-First Century: Which Anchor will Hold?," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 134(2), pages 599-646.
    4. Bedassa Tadesse & Roger White, 2010. "Does Cultural Distance Hinder Trade in Goods? A Comparative Study of Nine OECD Member Nations," Open Economies Review, Springer, vol. 21(2), pages 237-261, April.
    5. Harms, Philipp & Shuvalova, Daria, 2020. "Cultural distance and international trade in services: A disaggregate view," Economic Systems, Elsevier, vol. 44(2).
    6. Harms, Philipp & Knaze, Jakub, 2021. "Bilateral de-jure exchange rate regimes and foreign direct investment: A gravity analysis," Journal of International Money and Finance, Elsevier, vol. 117(C).
    Full references (including those not matched with items on IDEAS)

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    Keywords

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    JEL classification:

    • F14 - International Economics - - Trade - - - Empirical Studies of Trade
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • Z10 - Other Special Topics - - Cultural Economics - - - General

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