Consumer’s persuasion knowledge in response to scarcity & reciprocity tactics between individualist/ collectivist culture and its influence on persuasiveness.
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2021-06-19
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en
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Abstract
The study provides insights into consumer’s persuasion knowledge in response to scarcity & reciprocity tactic between individualist and collectivist culture, as well as its influence on persuasiveness. In the experiment, 230 Dutch and Vietnamese participants evaluated ads with different persuasion tactics by filling in a questionnaire. Using inferences of manipulative intent as indicators, the result revealed Vietnamese & Dutch participants differed in the level of inferences of manipulative intent in response to the advertisement using scarcity and reciprocity appeal and slightly differed regarding the neutral ad. In addition, consumers’ PK was found to affect ad attitude and purchase intention i.e. persuasiveness. The result indicated that consumers’ PK differed between individualists and collectivists, hence, influence consumers’ responses to persuasion tactics and the persuasiveness of the advertising.
Keyword: persuasion knowledge, inferences of manipulative intent, persuasive strategies, appropriateness, persuasiveness.
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