Cross-cultural differences in Persuasion Knowledge.

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2021-06-19
Language
en
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This study investigated cross-cultural differences in persuasion knowledge by looking at discrepancies in inferences of manipulative intent between an individualistic and a collectivistic culture that either saw an advertisement with a congruent persuasion tactic or a non-congruent persuasion tactic. The research question that was investigated was: “What is the difference in persuasion knowledge between a collectivistic and an individualistic culture in response to advertisements that use congruent and non-congruent persuasion tactics?”. It was relevant to investigate this topic because there was little research on the interaction of persuasion knowledge and cross-cultural differences. It contributes to the field of marketing as it helps to improve effectiveness in persuasion and to select appropriate persuasion strategies and tactics. The method consisted of an experiment between Dutch (individualistic culture) and Vietnamese (collectivistic culture) participants. Two questionnaires were made, one for each country. The participants were exposed to either an advertisement containing a scarcity tactic, reciprocity tactic, or a neutral tactic. The results showed that the Dutch participants overall had lower inferences of manipulative intent for all ad types which means they found the tactics more appropriate and less manipulative than the Vietnamese participants. Furthermore, it was found that IMI has a negative relation with attitude toward the ad and purchase intentions, which means that attitude toward the ad and purchase intentions increased when inferences of manipulative intent decreased. All in all, it can be concluded that in this experiment congruency of tactics did not play a significant role in differences in persuasion knowledge.
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