Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies

Han, Sang-pil; Shavitt, Sharon

doi:10.1006/jesp.1994.1016

Cited by 736Cultural Differences and ValuesConsumer Behavior in Brand Consumption and IdentificationMarketing and Advertising Strategies

Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies

Han, Sang-pil, Shavitt, Sharon·1994·Journal of Experimental Social Psychology

DOI 10.1006/jesp.1994.1016

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Culturally-appropriate advertising appeals are more effective than culturally-inappropriate appeals, with U.S. participants more influenced by individual-benefit ads and Korean participants more affected by collectivistic-reward ads.
“Research indicates that culturally-appropriate advertising appeals are more effective than culturally-inappropriate appeals, with U.S. participants more influenced by ads that emphasize individual benefits and their Korean counterparts more affected by ads promising collectivistic rewards (Han & Shavitt, 1994).”
From An Integrative Terror Management Theory Perspective on Media Effects: A Model and 12 Hypotheses for Research (2016) · cites this paper as Han & Shavitt, 1994
Advertisements in individualistic cultures like the U.S. tend to employ individual-focused appeals, while ads in more collectivistic countries like Korea emphasize group-focused appeals.
“Advertisements in individualistic cultures like the U.S. tend to employ individual-focused appeals, like self-reliance, independence, and personal success, while in more collectivististic countries like Korea, ads emphasize more group-focused appeals like family well-being, in-group benefits, and harmony (Han & Shavitt, 1994; Cho, Kwon, Gentry, Jun, & Kropp, 1999).”
From An Integrative Terror Management Theory Perspective on Media Effects: A Model and 12 Hypotheses for Research (2016) · cites this paper as Han & Shavitt, 1994

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Advertiser's Relative Reliance on Collectivism-Individualism Appeals
Cutler, B. D., Erdem, S. A., & Javalgi, R. G. (1997) · Journal of International Consumer Marketing · doi:10.1300/j046v09n03_04 · Cited by 46 · see citing works

Authors: Han, S.-P., & Shavitt, S.
Affiliations: University of Illinois Urbana-Champaign (US)
ORCID: Han, Sang-pil
Shavitt, Sharon
Venue: Journal of Experimental Social Psychology
Publisher: Elsevier BV
Published: 1994-07
Volume: 30
Issue: 4
Pages: 326-350
ISSN: 0022-1031 (ISSN-L)
DOI: 10.1006/jesp.1994.1016
OpenAlex: W2057324667
Cited by: 736
References: 0
Citations by year: 2026: 17 · 2025: 25 · 2024: 13 · 2023: 19 · 2022: 27 · 2021: 16 · 2020: 26 · 2019: 27 · 2018: 37 · 2017: 35 · 2016: 47 · 2015: 38 · 2014: 45 · 2013: 26 · 2012: 31
FWCI: 0.65
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: Journal of Experimental Social Psychology (publishedVersion)
Topics: Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords: advertising appeals, individualism-collectivism, magazine advertising, family allowances, product attributes, cultural differences in advertising, Korea, United States

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Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies

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