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Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies
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“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
In the citing paper
“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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Social Structure and Personality
Schnittker, J. (2013) · Handbooks of sociology and social research · doi:10.1007/978-94-007-6772-0_4 · Cited by 40
Bae, J., & Kim, S. (2012) · Asian Journal of Communication · doi:10.1080/01292986.2012.725174 · Cited by 39
“For example, a family-focused appeal compared to an individual-focused appeal can be effective for formulating collectivistic audiences’ attitudes and purchase intentions (Han & Shavitt, 1994).”
BackgroundCartocci, G., Modica, E., Rossi, D., Cherubino, P., Maglione, A. G., Colosimo, A., Trettel, A., Mancini, M., & Babiloni, F. (2018) · Frontiers in Human Neuroscience · doi:10.3389/fnhum.2018.00231 · Cited by 39
“…aspects related to the commerce can be investigated: target population’s gender (Vecchiato et al., 2014a; Cartocci et al., 2016a), culture (Han and Shavitt, 1994; Vecchiato et al., 2011a) and age (Cherubino et al., 2016a); fragments of interest (Vecchiato et al., 2010, 2011b, 2014a); the brand…”
BackgroundThe Linear Interaction Model of Personality Effects in Health Communication
Dutta, M. J. (2003) · Health Communication · doi:10.1207/s15327027hc1501_5 · Cited by 39
“Subjects in individualistic cultures are persuaded by advertisements emphasizing personal benefits, weighing individual likes and dislikes, and perceived costs and benefits (Han & Shavitt, 1994).”
BackgroundResultInfluentialTo seek variety or uniformity: The role of culture in consumers’ choice in a group setting
Yoon, S. O., Suk, K., Lee, S. M., & Park, E. Y. (2010) · Marketing Letters · doi:10.1007/s11002-010-9102-5 · Cited by 39
“As shown in many previous studies, the USA and Korea represent strong individualistic and collectivistic cultures, respectively (e.g., Han and Shavitt 1994; Kim and Drolet 2003; Kim and Markus 1999).”
ResultAttitudes toward Direct Marketing and its Regulation: A Comparison of the United States and Japan
Taylor, C. R., Franke, G. R., & Maynard, M. L. (2000) · Journal of Public Policy & Marketing · doi:10.1509/jppm.19.2.228.17127 · Cited by 37
Kim, S., & Bae, J. (2016) · International Journal of Corporate Social Responsibility · doi:10.1186/s40991-016-0009-1 · Cited by 38
Kalliny, M., Saran, A., Ghanem, S. I., & Fisher, C. (2011) · Journal of Global Marketing · doi:10.1080/08911762.2011.545719 · Cited by 38
“This dimension has extensively been used and investigated in many disciplines (Cukur, De Guzman, & Gustavo, 2004; Gudykunset et al., 1996; Han & Shavitt, 1994; McCarty & Hattwick, 1992; Mueller, 1987).”
BackgroundMethodAccountability moderates the effects of egoistic and altruistic appeals in prosocial messages
Pittman, M. (2020) · Journal of Consumer Marketing · doi:10.1108/jcm-07-2018-2751 · Cited by 40
Culture and the COVID‐19 Pandemic: Multiple Mechanisms and Policy Implications
Kitayama, S., Camp, N. P., & Salvador, C. E. (2022) · Social Issues and Policy Review · doi:10.1111/sipr.12080 · Cited by 44
“Appeals are more likely to succeed when they are consistent with the recipient’s personal and social identities (Han & Shavitt, 1994; Uskul & Oyserman, 2010).”
BackgroundPaek, H., Yu, J. H., & Bae, B. J. (2009) · Journal of Advertising · doi:10.2753/joa0091-3367380103 · Cited by 38
Lee, Y., Yoon, S., Lee, Y. W., & Stafford, M. R. (2018) · Journal of Public Policy & Marketing · doi:10.1509/jppm.16.180 · Cited by 37
Attributes of Likeable Television Commercials in Asia
Fam, K. (2008) · Journal of Advertising Research · doi:10.2501/s0021849908080422 · Cited by 37
Culture and International Marketing: A Sub-Saharan African Context
Darley, W. K., Luethge, D. J., & Blankson, C. (2013) · Journal of Global Marketing · doi:10.1080/08911762.2013.814819 · Cited by 38
“Because African societies are collectivistic, persuasive appeals that emphasize social norms and roles may be more effective in changing behavioral intentions than appeals focusing on individual preferences and benefits (Han & Shavitt, 1994).”
BackgroundMuralidharan, S., Ferle, C. L., & Sung, Y. (2017) · Asian Journal of Communication · doi:10.1080/01292986.2017.1280063 · Cited by 37
An analysis of product category restrictions in advertising in four major East Asian markets
Taylor, C. R., & Raymond, M. A. (2000) · International Marketing Review · doi:10.1108/02651330010331679 · Cited by 37
“Similarly, several studies (e.g. Han and Shavitt, 1994; Lin, 1993; Taylor et al., 1997; Zhang and Gelb, 1996) have found that advertising appeals need to be modified depending on whether members of the target audience come from individualistic vs. collectivistic cultures.”
BackgroundWisdom from words: The psychology of consumer language
Berger, J. A., & Packard, G. M. (2022) · Consumer Psychology Review · doi:10.1002/arcp.1085 · Cited by 38
The allure of the hidden: How product unveiling confers value
Patrick, V. M., Atefi, Y., & Hagtvedt, H. (2016) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2016.08.009 · Cited by 36
Sex Appeal in Advertising: What Consumers Think
Sawang, S. (2010) · Journal of Promotion Management · doi:10.1080/10496490903578832 · Cited by 36
“advertisement tended to use more individualistic appeals ( Frith & Sengupta, 1991 ; Han & Shavitt, 1994 ).”
BackgroundA content analysis of connectedness vs. separateness themes used in US and PRC print advertisements
Wang, C. L., & Chan, A. K. K. (2001) · International Marketing Review · doi:10.1108/02651330110389981 · Cited by 36
Creative Interaction and Multiplexity in Intraorganizational Networks
Lee, S.-Y. S., & Lee, C. (2014) · Management Communication Quarterly · doi:10.1177/0893318914553120 · Cited by 36
“In Confucian cultural norms, not only originality but also societal appropriateness constitutes an important dimension of creativity (Han & Shavitt, 1994), and therefore, organizations tend to achieve creative results through collective communication.”
BackgroundHornikx, J., & de Groot, E. (2017) · International Communication Gazette · doi:10.1177/1748048516689180 · Cited by 35
Carmona, S., Iyer, G. S., & Reckers, P. M. J. (2011) · Advances in Accounting · doi:10.1016/j.adiac.2011.01.004 · Cited by 34
Reardon, J., Miller, C. E., Foubert, B., Vida, I., & Rybina, L. (2006) · Journal of International Marketing · doi:10.1509/jimk.14.3.115 · Cited by 35
Message Framing and Collectivistic Appeal in Green Advertising—A Study of Chinese Consumers
Xue, F. (2015) · Journal of International Consumer Marketing · doi:10.1080/08961530.2014.974118 · Cited by 36
“In an individualist culture, however, competition is often encouraged to achieve personal excellence (Han and Shavitt 1994; Lin 1993).”
BackgroundCultural Meanings of Brands and Consumption: A Window into the Cultural Psychology of Globalization
Torelli, C. J., & Cheng, S. Y. Y. (2011) · Social and Personality Psychology Compass · doi:10.1111/j.1751-9004.2011.00349.x · Cited by 34
“Culturally symbolic brands embody abstract cultural characteristics The notion that consumer brands can symbolize the abstract characteristics that distinguish a culture was first suggested by Han and Shavitt (1994).”
BackgroundYeo, S. L., & Pang, A. (2016) · Public Relations Review · doi:10.1016/j.pubrev.2016.10.014 · Cited by 34
“The sixth is the use of appeals when persuading others (Han & Shavitt, 1994).”
BackgroundExamining consumers’ sensory experiences with color: A consumer neuroscience approach
Stillman, P. E., Lee, H., Deng, X., Unnava, H. R., & Fujita, K. (2020) · Psychology and Marketing · doi:10.1002/mar.21360 · Cited by 37
“Given the benefits of correspondence (or “fit”) between marketing messages and consumer's internal representation of products (Han & Shavitt, 1994; Kim, Rao, & Lee, 2009; Lee et al., 2014; Shavitt, Lalwani, Zhang, & Torelli, 2006; Zhao, Dahl, & Hoeffler, 2014), more research on these internal…”
BackgroundRecalling an Attachment Event Moderates Distress after Ostracism
Yaakobi, E., & Williams, K. D. (2016) · European Journal of Personality · doi:10.1002/per.2050 · Cited by 36
Standardisation versus cultural adaptation in food advertising: insights from a two-culture market
Cervellon, M., & Dubé, L. (2000) · International Journal of Advertising · doi:10.1080/02650487.2000.11104813 · Cited by 33
Effect of Individualism on Online User Ratings: Theory and Evidence
Banerjee, S., & Chai, L. (2019) · Journal of Global Marketing · doi:10.1080/08911762.2018.1549690 · Cited by 34
“Han and Shavitt (1994) find that individualistic advertising appeals which focus on individual benefits tend to perform better in the United States, which is an individualistic country.”
BackgroundChon, M., & Kim, Y. M. (2021) · Public Relations Review · doi:10.1016/j.pubrev.2021.102082 · Cited by 32
Communicating charity successes across cultures
Laufer, D. A., Silvera, D. H., McBride, J. B., & Schertzer, S. M. B. (2010) · European Journal of Marketing · doi:10.1108/03090561011062862 · Cited by 32
“Researchers have found that advertising messages across countries are usually evaluated more positively if they match the respondents' cultural values ( Han and Shavitt, 1994”
BackgroundThe relationship of cultural values and message strategies in service advertising
Tai, H. C. S. (2004) · Marketing Intelligence & Planning · doi:10.1108/02634500410542798 · Cited by 31
Is it Necessary to Adapt Advertising Appeals for National Audiences in Western Europe?
Hoeken, H., Starren, M., Nickerson, C. C., Crijns, R., & van den Brandt, C. (2007) · Journal of Marketing Communications · doi:10.1080/13527260600950999 · Cited by 31
“…in a similar fashion to address the question as to whether appealing to important values in a culture yields a more persuasive advertisement than appealing to less important values (Aaker, 2000; Aaker and Williams, 1998; Han and Shavitt, 1994; Lepkowska-White et al., 2003; Wang et al., 2000).”
BackgroundResultInfluentialCarmona, S., Iyer, G. S., & Reckers, P. M. J. (2014) · Advances in Accounting · doi:10.1016/j.adiac.2014.04.001 · Cited by 30
A cultural paradox in authority‐based advertising
Jung, J. M., Polyorat, K., & Kellaris, J. J. (2009) · International Marketing Review · doi:10.1108/02651330911001314 · Cited by 30
“Recent studies have examined the role of culture in shaping responses to persuasive techniques used in global advertising (Aaker and Lee, 2001; Albers-Miller and Gelb, 1996; Fam and Grohs, 2007; Han and Shavitt, 1994; Okazaki and Mueller, 2007).”
BackgroundWhiteness and Western Values in Global Advertisements: An Exploratory Study
Gram, M. (2007) · Journal of Marketing Communications · doi:10.1080/13527260701359272 · Cited by 30
“Belk and Pollay (1985) found that some traditional cultural values still had a profound influence on consumer behaviour regardless of economic achievement (see also Han and Shavitt, 1994; Chiou 2002).”
BackgroundPersonality in culture: A neo-Allportian view
Oishi, S. (2003) · Journal of Research in Personality · doi:10.1016/j.jrp.2003.09.012 · Cited by 30
Individualism and Authoritarianism Shape Attitudes Toward Physician‐Assisted Suicide1
Kemmelmeier, M., Burnstein, E., & Peng, K. (1999) · Journal of Applied Social Psychology · doi:10.1111/j.1559-1816.1999.tb00128.x · Cited by 30
The effect of individualism on private brand perception: a cross‐cultural investigation
Tifferet, S., & Herstein, R. (2010) · Journal of Consumer Marketing · doi:10.1108/07363761011052350 · Cited by 29
The Effects of Impression Management on Coupon Redemption across Cultures
Kim, C. H., & Yi, Y. (2016) · Psychology and Marketing · doi:10.1002/mar.20898 · Cited by 29
Ladhari, R., Souiden, N., & Choi, Y. (2015) · Australasian Marketing Journal (AMJ) · doi:10.1016/j.ausmj.2015.06.003 · Cited by 29
“By far, individualism/collectivism is the most widely used dimension in business, psychology, and marketing literature (Aaker and Schmitt, 1997; Gregory and Munch, 1997; Han and Shavitt, 1994; Oyserman et al., 2002; Shavitt et al., 2006; Sivadas et al., 2008; Triandis, 1995).”
BackgroundSumpradit, N., Ascione, F., & Bagozzi, R. (2004) · Clinical Therapeutics · doi:10.1016/s0149-2918(04)90014-8 · Cited by 31
Jenner, S., MacNab, B. R., Briley, D. A., Brislin, R. W., & Worthley, R. (2008) · Journal of Global Marketing · doi:10.1080/08911760802135582 · Cited by 29
Consumer response to health product communication: The role of perceived product efficacy
Chen, M. (2016) · Journal of Business Research · doi:10.1016/j.jbusres.2016.02.024 · Cited by 28
Neurophysiological Profile of Antismoking Campaigns
Modica, E., Rossi, D., Cartocci, G., Perrotta, D., Feo, P. D., Mancini, M., Aricò, P., Inguscio, B. M. S., & Babiloni, F. (2018) · Computational Intelligence and Neuroscience · doi:10.1155/2018/9721561 · Cited by 28
“&rough such data collection techniques, several aspects related to the impact of commercial advertisings can be investigated with respect to target population’s gender [15, 16], culture [17, 18], and age [19]; fragments of interest [15, 20, 21]; brand [22]; price [23]; scenes targeting and speaker’s gender [24]; purch…”
BackgroundChiou, J. (2002) · International Journal of Advertising · doi:10.1080/02650487.2002.11104927 · Cited by 28
Masuda, T., Ito, K., Lee, J., Suzuki, S., Yasuda, Y., & Akutsu, S. (2020) · Frontiers in Psychology · doi:10.3389/fpsyg.2020.01304 · Cited by 28
Micu, C. C., & Coulter, R. A. (2010) · Journal of East-West Business · doi:10.1080/10669860903558433 · Cited by 27
“…indicates that consumers respond favorably to international advertisements if the ads relate to consumers’ local values (Gregory and Munch 1997; Han and Shavitt 1994; Hong, Muderrisoglu, and Zinkhan 1987; Madden, Cabellero, and Matsukubo 1986; Marquez 1975; Taylor, Miracle, and Wilson 1997).”
BackgroundLiang, B., & Cherian, J. (2010) · Journal of International Consumer Marketing · doi:10.1080/08961530903476253 · Cited by 27
“Past studies have shown that independent or interdependent thought may be mediated by the category (Han and Shavitt 1994) or usage of the product (Zhang and Gelb 1996).”
BackgroundInfluentialSeeing the small picture: Ad-self versus ad-culture congruency in international advertising
Chang, C. (2005) · Journal of Business and Psychology · doi:10.1007/s10869-005-9011-4 · Cited by 28
“Moreover, Hong and Zinkhan (1995) found that self-congruent ad messages generated better ad attitudes and brand evaluations, as well as greater purchase intentions.”
BackgroundThe Effects of Vertical Individualism on Status Consumer Orientations and Behaviors
Zhang, J., & Nelson, M. R. (2016) · Psychology and Marketing · doi:10.1002/mar.20877 · Cited by 27
The Relationship Between Independent and Interdependent Self-Concepts and Reasons for Purchase
Lee, J., & Kacen, J. J. (2000) · Journal of Euromarketing · doi:10.1300/j037v08n01_06 · Cited by 9
Marital conflict and finances among Filipinas in Australia
Woelz-Stirling, N., Manderson, L. H., Kelaher, M., & Gordon, S. (2000) · International Journal of Intercultural Relations · doi:10.1016/s0147-1767(00)00032-8 · Cited by 26
Sandanam, A., Diedrich, A., Gurney, G. G., & Richardson, T. (2018) · Sustainability · doi:10.3390/su10041165 · Cited by 26
“, Western European, American, and Australian societies) tend to emphasise independence, freedom, and achievement [67], and the emphasis is on becoming different from others by expressing one’s unique attributes [68].”
BackgroundLien, N., Chou, H., & Chang, C.-H. (2012) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2012.700809 · Cited by 26
Developing a Profile of Consumer Intention to Seek Out Health Information Beyond the Doctor
Dutta, M. J. (2003) · Health Marketing Quarterly · doi:10.1300/j026v21n01_05 · Cited by 26
“…as relatively autonomous, self-sufficient entities inde- pendent from their surrounding interpersonal context (Dutta and Vanacker 2000; Triandis 1989), low idiocentrics view themselves in the context of their relationships and social networks (Han and Shavitt 1994; Zhang and Gelb 996).”
BackgroundWhat Do We See in a Tilted Square? A Validation of the Figure Independence Scale
Kim, H. S., & Sherman, D. K. (2007) · Personality and Social Psychology Bulletin · doi:10.1177/0146167207309198 · Cited by 26
“…we found that independence themes were more commonly used in advertisements and were more liked in an individualistic culture, but interdependence themes were more commonly used in advertisements and were liked more in a collectivistic culture (Kim & Markus, 1999; see also, Han & Shavitt, 1994).”
BackgroundEffectiveness of Absurdity in Advertising Across Cultures
Gelbrich, K., Gäthke, D., & Westjohn, S. A. (2012) · Journal of Promotion Management · doi:10.1080/10496491.2012.693058 · Cited by 25
Kalliny, M., & Ghanem, S. I. (2009) · Journal of Global Marketing · doi:10.1080/08911760903022549 · Cited by 25
“This dimension has extensively been used and investigated in many disciplines (Cukur, De Guzman, & Gustavo, 2004; Gudykunst, Ting-Tconey, Nishida, Kirn, & Seyman, 1996; Han & Shavitt, 1994; McCarty & Hattwick, 1992; Mueller, 1987).”
BackgroundMethodInfluentialThe relative effects of game outcome and process on fans’ media consumption experiences
Jang, E. W., Ko, Y. J., Wann, D. L. L., & Chang, Y. (2017) · European Sport Management Quarterly · doi:10.1080/16184742.2017.1334683 · Cited by 25
Kou, Y., & Powpaka, S. (2020) · Journal of Product & Brand Management · doi:10.1108/jpbm-08-2019-2527 · Cited by 25
Sung, Y. H., Kim, D. H., Choi, D., & Lee, S. Y. (2020) · Telematics and Informatics · doi:10.1016/j.tele.2020.101427 · Cited by 25
Cultural adaptation of web design services as critical success factor for business excellence
Calabrese, A., Capece, G., Pillo, F. D., & Martino, F. (2014) · Cross Cultural Management An International Journal · doi:10.1108/ccm-09-2012-0070 · Cited by 25
Ranjit, Y. S., Snyder, L. B., Hamilton, M. A., & Rimal, R. N. (2017) · Journal of Health Communication · doi:10.1080/10810730.2017.1341569 · Cited by 25
“Studies have established the effectiveness of messages promoting interdependence on individual behavior in collectivistic cultures, and conversely, messages highlighting self in individualistic cultures (Han & Shavitt, 1994; Jing, 2010; Khaled et al., 2006).”
BackgroundDeterminants of Sustainability Disclosure of Saudi Listed Companies
Alotaibi, M. S. (2020) · Journal of Economics and Sustainable Development · doi:10.7176/jesd/11-2-09 · Cited by 24
A cross‐cultural investigation of work values among young executives in China and the USA
Pan, Y., Song, X., Goldschmidt, A., & French, W. A. (2010) · Cross Cultural Management An International Journal · doi:10.1108/13527601011068379 · Cited by 24
Joo, Y. K., & Lee, J.-E. R. (2014) · Cyberpsychology Behavior and Social Networking · doi:10.1089/cyber.2013.0157 · Cited by 24
Why do Caucasian advertising models appeal to consumers in Taiwan?
Chang, C. (2014) · International Journal of Advertising · doi:10.2501/ija-33-1-155-177 · Cited by 23
“For example, consumers with interdependent self-concepts should rate ads that address in-group benefits more favourably, whereas those with independent self-concepts likely prefer ads addressing personal benefits (Han & Shavitt 1994).”
BackgroundMyers, J. R., & Jung, J. M. (2016) · Journal of Marketing Communications · doi:10.1080/13527266.2016.1197296 · Cited by 24
Cross‐cultural challenges in product placement
Lee, T., Sung, Y., & de Gregorio, F. (2011) · Marketing Intelligence & Planning · doi:10.1108/02634501111138545 · Cited by 24
“For example, people of individualistic cultures typified by the US rely more on factual information for decision making and insist on drawing their own conclusions, whereas those in collectivistic culture prefer emotional rather than rational appeals (Han and Shavitt, 1994; Taylor et al., 1997).”
BackgroundThe Needle and the Damage Done: Framing the Heroin Epidemic in the Cincinnati Enquirer
Willis, E., & Painter, C. E. (2018) · Health Communication · doi:10.1080/10410236.2018.1431023 · Cited by 23
“Communication shares and reflects the values of a culture (Aaker & Maheswaran, 1997), and persuasive messages are used to achieve the personal, political, and economic goals valued in the culture (c.f., Han & Shavitt, 1994; McCarty & Shrum, 2001; Uskul & Oyserman, 2010).”
BackgroundOtterbring, T., & Folwarczny, M. (2024) · Food Quality and Preference · doi:10.1016/j.foodqual.2024.105175 · Cited by 27
Our Place or Mine? Exploration into Collectivism-Focused Persuasive Technology Design
Khaled, R., Barr, P., Noble, J., Fischer, R. D., & Biddle, R. (2006) · Lecture notes in computer science · doi:10.1007/11755494_11 · Cited by 23
“Numerous findings indicate that from one market to another, tactics and strategies will need to be modified and adapted [6, 7].”
BackgroundYu, H., Paek, H., & Bae, B. (2008) · Internet Research · doi:10.1108/10662240810912738 · Cited by 23
A cross-cultural comparison of brand extension success factors: A meta-study
Henseler, J., Horváth, C., Sarstedt, M., & Zimmermann, L. (2010) · Journal of Brand Management · doi:10.1057/bm.2010.25 · Cited by 23
Users' Hazard Perceptions of Warning Components: An Examination of Colors and Symbols
Smith‐Jackson, T. L., & Wogalter, M. S. (2000) · Proceedings of the Human Factors and Ergonomics Society Annual Meeting · doi:10.1177/154193120004403215 · Cited by 23
Examining the Effects of Power as a Function of Self-Construals and Gender
Chen, S., & Welland, J. B. (2002) · Self and Identity · doi:10.1080/152988602760124874 · Cited by 23
“For example, they have been linked to distinct, cross-cultural patterns in self-description (e.g., Cousins, 1989), persuasion (e.g., Han & Shavitt, 1994), and values and preferences (Gardner, Gabriel, & Lee, 1999; Kim & Markus, 1999).”
BackgroundInternational business, marketing and translation studies
Jiménez-Crespo, M. A., & Singh, N. (2016) · Benjamins translation library · doi:10.1075/btl.126.12jim · Cited by 22
Our ads 'R US: an exploratory content analysis of American advertisements
Okigbo, C. C., Martin, D., & Amienyi, O. P. (2005) · Qualitative Market Research An International Journal · doi:10.1108/13522750510603361 · Cited by 23
Mourey, J. A., Oyserman, D., & Yoon, C. (2013) · Psychological Science · doi:10.1177/0956797613475631 · Cited by 22
“This implies that they will be more likely to make choices on the basis of other people’s preferences, something which has been demonstrated (e.g., Han & Shavitt, 1994).”
BackgroundMalika, M., Maheswaran, D., & Jain, S. P. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00814-x · Cited by 28
“…addition, consumers’ decision making may vary as a function of differences in their self-construal such as in the evaluation of advertising appeals (Han & Shavitt, 1994), perceptions of brand stretchability (Ahluwalia, 2008), pricequality relationship (Lalwani & Shavitt, 2013), relationship with…”
BackgroundBarnes, A. J., & Shavitt, S. (2023) · Journal of Consumer Research · doi:10.1093/jcr/ucad074 · Cited by 21
Self-citationKorean Advertising Practitioners’ Perspectives on Celebrity Endorsement
Um, N., & Lee, W. (2015) · Journal of Promotion Management · doi:10.1080/10496491.2014.946210 · Cited by 22
“Previous studies suggest that cultural orientations such as individualism and collectivism tend to be reflected in advertising themes and execution (Han & Shavitt, 1994; Cho et al., 1999; Choi et al., 2005).”
BackgroundLee, H.-S., & Park, J. (2012) · Journal of Medical Marketing Device Diagnostic and Pharmaceutical Marketing · doi:10.1177/1745790412443145 · Cited by 22
A persuasive-based latent class segmentation analysis of luxury brand websites
Díaz, E., Martín‐Consuegra, D., & Estelami, H. (2016) · Electronic Commerce Research · doi:10.1007/s10660-016-9212-0 · Cited by 21
“This state is activated by the potential importance or relevance of an object to the recipient [25]”
BackgroundPersonalized Emphasis Framing for Persuasive Message Generation
Ding, T., & Pan, S. (2016) · Conference on Empirical Methods in Natural Language Processing (EMNLP) · doi:10.18653/v1/d16-1150 · Cited by 23
“Marketing researchers are interested in applying theories of persuasion in promoting consumer products (Szybillo and Heslin, 1973; Han and Shavitt, 1994; Campbell and Kirmani, 2000; Kirmani and Campbell, 2004; Ford, 2005; Hirsh et al., 2012).”
BackgroundChristopher, M., Skillman, G. D., Kirkhart, M. W., & D’souza, J. B. (2006) · Journal of Multicultural Counseling and Development · doi:10.1002/j.2161-1912.2006.tb00029.x · Cited by 22
“These results are consistent with previous research which determined that relational information is more effective in collectivist societies and individuating information more effective in individualistic societies (Gelfand, Spurlock, Sniezek, & Shao, 2000; Han & Shavitt, 1994).”
ResultWoo, H., Kim, S., & Childs, M. L. (2019) · International Marketing Review · doi:10.1108/imr-12-2018-0349 · Cited by 21
Cultural Differences in Television Celebrity Use in the United States and Lebanon
Kalliny, M., Beydoun, A.-R., Saran, A., & Gentry, L. (2009) · Journal of international business research · Cited by 21
The effect of culture on the context of ad pictures and ad persuasion
Liang, B., Runyan, R. C., & Wei, F. (2011) · International Marketing Review · doi:10.1108/02651331111149958 · Cited by 21
“Therefore, advertisers would do well to design ads so as to reflect the target population’s cultural orientation (Han and Shavitt, 1994; Pollay and Gallagher, 1990).”
BackgroundResultInfluentialHan, K.-H., & Jo, S. (2011) · Health Care For Women International · doi:10.1080/07399332.2011.630117 · Cited by 21
“In particular, his “individualism-collectivism” dimension has received considerable attention as a major domain of cultural variability addressed by scholars across disciplines (eg, Cho, Kwon, Gentry, Jun, & Kropp, 1999 ; Cutler, Erdem, & Javalgi, 1997 ; Han & Shavitt, 1994 ; Taylor, Miracle, & Wilson, 1997 ; Triandis…”
BackgroundInfluentialCardona, A. R., Sun, Q., Li, F., & White, D. W. (2017) · Journal of Global Marketing · doi:10.1080/08911762.2017.1336827 · Cited by 21
“…value proposition for the independent tourists who value personal freedom and tend to rely on themselves by advertising persuasive and ego-focused messages and cues, such as individual benefits and preferences, personal success, and self-achievement (Aaker & Williams, 1998; Han & Shavitt, 1994).”
BackgroundMuralidharan, S., & Kim, E. A. (2019) · International Journal of Advertising · doi:10.1080/02650487.2018.1556194 · Cited by 20
“Furthermore, when information tends to be congruent with one’s selfview then attention increases and promotes further elaboration leading to stronger advertising persuasion (Han and Shavitt 1994).”
BackgroundWang, W., Chen, C.-H., Nguyen, B., & Shukla, P. (2020) · International Marketing Review · doi:10.1108/imr-01-2019-0012 · Cited by 25
A comparison of values in infomercials and commercials
Hetsroni, A., & Asya, I. (2002) · Corporate Communications An International Journal · doi:10.1108/13563280210416026 · Cited by 20
Impact of Anonymity on Information Sharing through Internal Psychological Processes
Lee, H., Choi, J. R., Kim, K. K., & Lee, A. R. (2014) · Journal of Global Information Management · doi:10.4018/jgim.2014070103 · Cited by 20
Effects of National Culture on the Development of Consumer Trust in Online Shopping
An, D., & Kim, S.-H. (2008) · Seoul Journal of Business · doi:10.35152/snusjb.2008.14.1.006 · Cited by 19
How Rhetoric Theory Informs the Creative Advertising Development Process
Tevi, A., & Koslow, S. (2018) · Journal of Advertising Research · doi:10.2501/jar-2018-012 · Cited by 22
Metadata
- Authors
- Han, S.-P., & Shavitt, S.
- Affiliations
- University of Illinois Urbana-Champaign (US)
- Venue
- Journal of Experimental Social Psychology
- Publisher
- Elsevier BV
- Published
- 1994-07
- Volume
- 30
- Issue
- 4
- Pages
- 326-350
- ISSN
- 0022-1031 (ISSN-L)
- 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
- 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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