Healthy Skepticism Library item: 13248

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Aaker JL, Maheswaran D.
The Effect of Cultural Orientation on Persuasion
Journal of Consumer Research 1997 Dec; 24:(3):315-27
http://www.journals.uchicago.edu/doi/abs/10.1086/209513

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.