A qualitative analysis of differences between masculine and feminine cultures in patterns of persuasion knowledge.

Abstract

Although there has been previous research on the effect of cultural differences on the evaluation of persuasion(Rodrigues et al., 2018), this research has not been as thorough as it could be. This thesis attempt to address this by combining two important models. For persuasion, this includes the persuasion knowledge model (Friestad & Wright, 1994). For culture, this includes the 6-dimension model by Hofstede (1984, 2011). Using these models, differences and similarities in patterns of persuasion knowledge were analyzed. By doing so, this thesis attempts to achieve an understanding of how culture relates to persuasion knowledge. Furthermore, this thesis aims to explore in what manner the aforementioned research gap regarding persuasion knowledge and culture could be addressed in future research. In this study, 6 participants were interviewed, 3 from the Netherlands and 3 from Germany. These interviews were then transcribed, and subsequently coded for patterns of persuasion knowledge.