search query: @author Aaker, J. L. / total: 2
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| Author: | Aaker, J. L. Maheswaran, D. |
| Title: | The effect of cultural orientation on persuasion |
| Journal: | Journal of Consumer Research
1997 : DEC, VOL. 24:3, p. 315-328 |
| Index terms: | CONSUMER BEHAVIOUR ADVERTISING EFFECTIVENESS PSYCHOLOGY CULTURE |
| Language: | eng |
| Abstract: | This research is to assess the cross-cultural generalizability of persuasion effects predicted by dual process models, the elaboration likelihood model and the heuristic systematic model. Two experiments are conducted to compare and constrast the findings of the dual process models of persuasion based on Western culture, to a non-Western culture. The research demonstrates that some existing theoretical frameworks are robust across cultures and can help predict and explain the different effects observed across cultures. |
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