The effect of cultural orientation on persuasion
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. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1997
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Comprehension's role in persuasion: the case of its moderating effect on the persuasive impact of source cues
Article Abstract:
A study of reactions to a novel product attributed the invention to either an expert or a novice. Comprehension of the product description was manipulated by varying information exposure time (Study 1) and contextual prior knowledge (Study 2). As predicted by the heuristic-systematic model, comprehensibility moderated the persuasive impact of source expertise. When comprehension was low, subjects relied on the inventor's expertise in forming their attitudes toward the product, but when comprehension and, hence, systematic processing were higher, subjects attributed comprehensibility to the source and derogated incomprehensible communications. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1991
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What's in a name? A complimentary means of persuasion
Article Abstract:
Three experiments demonstrate that remembering someone's name facilitates their compliance with a purchase request made by the rememberer. Experiment 1 shows that name remembrance increases request compliance, but name forgetting does not cause a decrease in compliance. Experiments 2 and 3 show that name remembrance is perceived as a compliment by the person remembered, which mediates compliance with the purchase request. Experimental manipulations of the likelihood of name remembrance (experiment 2) and need for self-enhancement (experiment 3) provide results consistent with a complimentary explanation for the findings. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1995
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