The Effect of Cultural Orientation on Persuasion

  title={The Effect of Cultural Orientation on Persuasion},
  author={Durairaj Maheswaran and Jennifer L. Aaker},
  journal={Institutional \& Transition Economics eJournal},
  • D. MaheswaranJ. Aaker
  • Published 1 December 1997
  • Psychology, Business
  • Institutional & Transition Economics eJournal
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… 

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