Cross cultural study in persuasive content message and source effects.

Cross cultural study in persuasive content message and source effects.

It is hypothesized that Asians in collectivistic societies with high power distance will pay significantly more attention to the source of a persuasive message than Westerners in individualistic societies with relatively low power distance. This is confirmed by two crosscultural studies. The first r...

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Main Authors: Chan, Miwa., Fong, Minqian., Leong, San San.
Other Authors: Marshall, Roger
Format: Final Year Project
Published: 2008
Subjects:
DRNTU::Business::Advertising::Advertising method
Online Access:http://hdl.handle.net/10356/9969
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Institution: Nanyang Technological University
id sg-ntu-dr.10356-9969
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spelling sg-ntu-dr.10356-99692023-05-19T06:24:03Z Cross cultural study in persuasive content message and source effects. Chan, Miwa. Fong, Minqian. Leong, San San. Marshall, Roger Nanyang Business School DRNTU::Business::Advertising::Advertising method It is hypothesized that Asians in collectivistic societies with high power distance will pay significantly more attention to the source of a persuasive message than Westerners in individualistic societies with relatively low power distance. This is confirmed by two crosscultural studies. The first re-examines the order of persuasive communication for Asians, showing that Asians will assess the source of a persuasive message before its content, while Westerners will assess the content before the source. The second shows that source effects are more important than message effects for Asians while the opposite is true for Westerners. 2008-09-24T07:38:21Z 2008-09-24T07:38:21Z 2006 2006 Final Year Project (FYP) http://hdl.handle.net/10356/9969 Nanyang Technological University application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
topic DRNTU::Business::Advertising::Advertising method
spellingShingle DRNTU::Business::Advertising::Advertising method
Chan, Miwa.
Fong, Minqian.
Leong, San San.
Cross cultural study in persuasive content message and source effects.
description It is hypothesized that Asians in collectivistic societies with high power distance will pay significantly more attention to the source of a persuasive message than Westerners in individualistic societies with relatively low power distance. This is confirmed by two crosscultural studies. The first re-examines the order of persuasive communication for Asians, showing that Asians will assess the source of a persuasive message before its content, while Westerners will assess the content before the source. The second shows that source effects are more important than message effects for Asians while the opposite is true for Westerners.
author2 Marshall, Roger
author_facet Marshall, Roger
Chan, Miwa.
Fong, Minqian.
Leong, San San.
format Final Year Project
author Chan, Miwa.
Fong, Minqian.
Leong, San San.
author_sort Chan, Miwa.
title Cross cultural study in persuasive content message and source effects.
title_short Cross cultural study in persuasive content message and source effects.
title_full Cross cultural study in persuasive content message and source effects.
title_fullStr Cross cultural study in persuasive content message and source effects.
title_full_unstemmed Cross cultural study in persuasive content message and source effects.
title_sort cross cultural study in persuasive content message and source effects.
publishDate 2008
url http://hdl.handle.net/10356/9969
_version_ 1770566089642606592

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