Interdependent relationships to others and to subordinate their personal goals to InĬollectivistic (COL) or interdependent cultures, in contrast, people tend to prefer Independent cultures, people tend to prefer independent relationships with othersĪnd to subordinate the goals of their in-groups to their own personal goals.
Independent and interdependent, cultural variables.
However, nearly all of the studies on culture and persuasive appeals haveĭealt with one broad cultural distinction – the distinction between Influences the nature of information processing that accompanies a message (e.g.,Īaker and Maheswaran, 1997 Aaker and Williams, 1998 Aaker and Sengupta, 2000 Alden, Stayman,Īnd Hoyer, 1994), as well as the types of goals that motivate consumers
A consumer's culture or cultural orientation also That research hasĮstablished that the content of advertising appeals varies by culture (e.g., Alden, Hoyer, and Lee, 1993 Choi and Miracle, 2004 Han and Shavitt, 1994 Kim and Markus,ġ999). The link between culture and the content and persuasiveness of appeals hasĪttracted significant research attention (see Shavitt, Lee, and Johnson, 2008, for a review). As we will argue, a focus on this culturalĭistinction stimulates predictions not anticipated by existing cross-culturalĭistinctions between individualism and collectivism. Vertical (emphasizing hierarchy) cultural differences and their Our predictions derive from aĬonsideration of horizontal (valuing equality) versus This article addresses the role of culture in the use of persuasive appeals thatĮmphasize status benefits as well as other benefits. AsĪ result, status appeals may be more prevalent in some cultural contexts than in others. Play a role in the degree to which such ads speak to consumers' motivations. Others, such as the one just described, seem commonplace in our society, culture may The ad headline reads:Īlthough appeals promising to enhance a consumer's status and impress In an ad appearing in an in-flight magazine, an attractive woman turns to stareĪt a man in a coffeeshop who is holding a sleek cellular phone.
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