How to persuade in a collectivistic vs. individualistic country? Comparing the activation of persuasion knowledge in Vietnam and the Netherlands.
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2021-07-13
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en
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In marketing, persuasion knowledge (PK) has proven its pivotal role for the persuasion process. Cross-cultural research showed that collectivistic and individualistic cultures depict differences in their susceptibility towards scarcity and reciprocity appeal advertisements. The current study explores differences in PK among Dutch and Vietnamese participants and connects these to the persuasiveness of different strategies.
For each advertisement PK was found to be more active among Vietnamese participants. Whilst Vietnamese and Dutch participants portrayed similar attitudes towards the advertisements, Dutch participants reported a higher purchase intention. The neutral advertisement was met with the most favorable attitudes while inducing less active PK than the scarcity and reciprocity appeal advertisement.
This study advances the field of research on persuasion by placing advertising strategies in relation to the target's individual PK.
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