| Author: | Aaker, J.L. Williams, P. |
| Title: | Empathy versus pride: The Influence of emotional appeals across cultures |
| Journal: | Journal of Consumer Research
1998 : DEC, VOL 25:3, p. 241 - 261 |
| Index terms: | Social sciences Social environment Psychology Culture |
| Freeterms: | emotional appeal |
| Language: | eng |
| Abstract: | The research studies what kind of an effect emotional appeals have on members of collectivist cultures compared to members of individualist cultures. The results indicated that ego-focused appeals are considered more favorable among members of a collective culture and other-focused appeals lead to more favourable attitudes in individualist cultures. |
SCIMA