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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
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    File URL: https://download.uni-mainz.de/RePEc/pdf/Discussion_Paper_2604.pdf
    File Function: first version, 2026
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    More about this item

    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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