Cross cultural study in persuasive content message and source effects.

• 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
• Institution: Nanyang Technological University

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...