Differences in individualism vs. collectivism in regards to persuasion knowledge, attitude towards the advertisement and purchase intention in response to different persuasion tactics.

Abstract

This paper examines the differences between two cultures (Dutch and Vietnamese), which represent ends of the spectrum in collectivistic/individualistic cultural dimensions, in persuasion knowledge, attitude towards the advertisement, and purchase intentions. This study used the IMI scale to examine persuasion knowledge. Subjects (N = 230) were assigned to fill in the survey in their native tongue. Three groups of participants from both countries were randomly assigned to fill in the survey after viewing one of the three types of advertisements (with reciprocity, scarcity, or neutral appeal). Further findings supported the idea of nationality and type of persuasion tactic to be the influencing factor on persuasion knowledge, attitude towards the advertisement, and purchase intention. Given the limitations, further research is needed to understand the interaction of nationality vs types of persuasion tactics.