The relation between patterns of persuasion knowledge and the cultural dimension of long-term orientation in advertising.

Abstract

Few studies have laid focus on the relation between persuasion knowledge and cultural values. In this study, 9 interview transcripts were analyzed using a qualitative approach. Transcripts from German and American individuals were scanned for themes regarding differences and similarities in persuasion knowledge and cultural characteristics. The results showed mainly similarities among German individuals, while patterns were generally absent for American individuals. However, most participants seemed to identify the primary goal of the advertisement used as being to gain profit. Additionally, it was expected that German individuals would respond more positively to emotional messages, although no evidence for this proposition was found. This thesis discusses questions as to why certain beliefs were present and how these might be linked to cultural characteristics. Finally, it recommends further investigation into the interaction between persuasion knowledge and culture.