The Effect of Cultural Orientation on Persuasion

16 Pages Posted: 17 Nov 2006

See all articles by Durairaj Maheswaran

Durairaj Maheswaran

New York University (NYU) - Department of Marketing

Jennifer Aaker

Stanford University - Graduate School of Business

Date Written: May 2000

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.

Suggested Citation

Maheswaran, Durairaj and Aaker, Jennifer Lynn, The Effect of Cultural Orientation on Persuasion (May 2000). Available at SSRN: https://ssrn.com/abstract=945457 or http://dx.doi.org/10.2139/ssrn.945457

Durairaj Maheswaran

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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