The Impact of Culture and Social Distance on Humor Appreciation, Sharing, and Production.

ABSTRACT

Building on the benign violation theory and self-construal theory, we conducted four studies to examine how culture and social distance would influence humor appreciation, sharing, and production. Study 1 found that Chinese participants appreciated and intended to share a joke involving distant others more than that involving close others. They also generated funnier titles for a joke involving distant others than close others. Studies 2a and 2b compared Chinese and Americans using various types of jokes, replicating the social distance effect among Chinese but finding little effect of social distance among Americans. In Study 3, interdependence-primed participants generated more humorous titles for a joke involving distant than close others, whereas independence-primed participants showed no effect of social distance. The research provides further support to the benign violation theory from a cultural perspective and has important implications for cross-cultural communications.