University of Illinois Urbana-Champaign

Examining the Horizontal and Vertical Dimensions of Individualism Within the United States and Denmark: How Culture Affects Values, Moral Orientations and Advertising Persuasion

Nelson, Michelle Renee

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Description

Title
Examining the Horizontal and Vertical Dimensions of Individualism Within the United States and Denmark: How Culture Affects Values, Moral Orientations and Advertising Persuasion
Author(s)
Nelson, Michelle Renee
Issue Date
1997
Doctoral Committee Chair(s)
Shavitt, Sharon
Department of Study
Communications
Discipline
Communications
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Psychology, Social
Language
eng
Abstract
The consequences of these differences for persuasion and cognitive processing of ads appealing to culture-relevant or -irrelevant values were tested through individuals' evaluations of a pair of ads for cancer research (prosocial) or for a lamp (commercial). It was expected that the culturally-relevant appeal would be more persuasive and would be processed more systematically than the culturally-irrelevant appeal. Findings revealed that, although processing expectations were supported, predictions for higher evaluations of culturally-relevant ads were not.
Graduation Semester
1997
Type of Resource
text
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http://hdl.handle.net/2142/86609

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