The Effect of Cultural Orientation on Persuasion
Year: 1997
Type: article
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 process models of persuasion, are robust across cultures and can help predict and explain cultural differences.
Source: Journal of Consumer Research
DOI: 10.1086/209513
Authors: Jennifer L. Aaker, Durairaj Maheswaran
Institution: University of California, Los Angeles
Language: English
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3124696400