Comparing patterns of Persuasion Knowledge between people from South Korean culture and people from Dutch culture
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2022-07-11
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en
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How do patterns of persuasion knowledge compare between two South Korean individuals and two Dutch individuals, when exposed to a collectivistic advertisement or an individualistic advertisement, and how these patterns of persuasion knowledge relate to the collectivism/individualism cultural concepts? Four participants were interviewed about their persuasion knowledge through semi-structured interviews. Four persuasion knowledge patterns were found. Two patterns were the same for all interviewees and two patterns had differences for the interviewees of the different cultures. Most of the differences could be explained by the collectivism/individualism cultural aspects of South Korean culture and Dutch culture.
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Faculteit der Letteren