Cross-Cultural differences in Persuasion Knowledge.
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2021-06-19
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en
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Abstract
In this study, the main topics were purchase intention and inference of manipulative intent (IMI). IMI is the feeling that appears when a consumer believes he or she is being persuaded in an inappropriate or unfair way. Purchase intention is the willingness to buy a product or service. The objective of the study was to research what effect the recognition of the persuasion strategies scarcity and reciprocity has on the inference of manipulative intent and purchase intention of people from an individualistic and a collectivistic culture. This led to the research question ββTo what extent does the recognition of the persuasion strategies scarcity and reciprocity influence differently the inference of manipulative intent and purchase intention of people from individualistic and collectivistic cultures?ββ. In order to answer this research question, an experiment was conducted with 115 participants from the individualistic Netherlands and 115 participants from the collectivistic Vietnam. The results showed that participants who recognized a persuasion tactic noticed more inferences of manipulative intent than participants who did not recognize a persuasion tactic at all. On average, people from a collectivistic culture witnessed more inferences of manipulative intent after being shown an ad than people from an individualistic country. Furthermore, participants from the individualistic Netherlands witnessed fewer inferences of manipulative intent than the Vietnamese participants and scored higher on purchase intention. Therefore, it is likely to say that a low amount of inferences of manipulative intent results in high purchase intention and vice versa.
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