publication . Article . Other literature type . 1997

The Effect of Cultural Orientation on Persuasion

Jennifer Aaker; Durairaj Maheswaran;
Open Access
  • Published: 01 Dec 1997 Journal: SSRN Electronic Journal (eissn: 1556-5068, Copyright policy)
  • Publisher: Elsevier BV
Abstract
The objective of this research is to assess the cross-cultural generalizability of persuasion effects predicted by dual process models. In two experiments, the impact of motivation, congruity of persuasive communication and the diagnosticity of heuristic cues on the processing strategies and product evaluations of members of a collectivist culture were compared with findings documented in past research in individualist cultures. This research supports the view that perceptual differences in cue diagnosticity account for systematic differences in persuasive effects across cultures. It is also suggested that existing theoretical frameworks, specifically the dual p...
Subjects
free text keywords: Cultural orientation, Cultural diversity, Persuasion, media_common.quotation_subject, media_common, Generalizability theory, Social psychology, Individualistic culture, Collectivism, Perception, Psychology, Persuasive communication
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