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

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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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“From a theoretical point of view, the present findings are in line with those of Han and Shavitt (1994), showing that the persuasive effect of individualistic versus collectivistic focused messages is affected by the match with the general individualistic versus collectivistic orientation of the…”
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Culture and Consumer Behavior
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Background
Culture and Consumer Behavior
Torelli, C. J., Shen, J. (., & Rodas, M. A. (2024) · Oxford University Press eBooks · doi:10.1093/oxfordhb/9780190085384.013.22 · Cited by 6
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“We introduce our students to several studies, specifically looking at the application of Hofstede’s work in practice in advertising research (Han & Shavitt, 1994; Zhang & Gelb, 1996), and we use these to encourage a critical discussion of cultural theory and its limitations.”
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“Scholars argue – and empirical studies have documented–that advertising whose appeals are congruent with cultural orientations should be more persuasive (An, 2013; Daechun, 2007; Glenn et al., 1977; Han & Shavitt, 1994).”
Background
International business, marketing and translation studies: Impacting research into web localization
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Background
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Background
Culturally-Relevant Persuasive Technology
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“…individuality, uniqueness, and self-expression tend to be more persuasive in individualistic cultures, whereas collectivistic cultures respond more favorably to appeals that promote social harmony, ingroup solidarity, and mutual obligations (Cutler, Erdem, and Javalgi 1997; Han and Shavitt 1994).”
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“Much research on culture-related self-construal has been carried out in advertising contexts, especially research examining the difference between cultural contexts (Aaker &Maheswaran, 1997; Han & Shavitt, 1994; Polyorat & Alden, 2005).”
Background
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“…interdependent self-construals because messages that are congruent with or that appeal to one’s self-construal are more effective (Chang, 2009; Han & Shavitt, 1994; Kreuter, Lukwago, Bucholtz , Clark, & Sanders-Thompson, 2003; Murray-Johnson, Witte, Liu, & Hubbell, 2001; Wang & Mowen, 1997;…”
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Baik, J.-E., Hwang, S.-J., & Chun, H.-K. (2014) · The Korean Society of Costume · doi:10.7233/jksc.2014.64.1.018 · Cited by 4
The effectiveness of appeals used in Cambodian and Vietnamese magazine ads
Sar, S., & Rodriguez, L. (2014) · Asian Journal of Communication · doi:10.1080/01292986.2014.921719 · Cited by 4
“This may be due to the influence of consumers’ cultural orientations on information processing as suggested by Han and Shavitt (1994), Zhang and Betsy (1996) and Brewer and Venaik (2012).”
BackgroundInfluential
Consumer social identity: cool and single or caring and attached
Trường, N. X., Nguyen, D., & Hartley, N. (2014) · Journal of Strategic Marketing · doi:10.1080/0965254x.2014.914066 · Cited by 3
“For example, advertisements emphasizing individualistic benefits enhanced persuasion for Western consumers, while advertisements emphasizing in-group benefits were more persuasive for Asian consumers (Han & Shavitt, 1994; Zhang & Gelb, 1996).”
BackgroundResultInfluential
Self-Construal and Its Implications for Marketing
Gai, K. (2018) · Open Journal of Social Sciences · doi:10.4236/jss.2018.65020 · Cited by 4
Cultural Snapshots: A Method to Capture Social Contexts in Development of Prejudice and Stereotyping
Pauker, K., Brey, E. L., Lamer, S. A., & Max Weisbuch, A. (2018) · Advances in child development and behavior · doi:10.1016/bs.acdb.2018.11.002 · Cited by 4
Culture and persuasive discourse in localized NGO websites
Charalampidou, P. (2019) · The Journal of Internationalization and Localization · doi:10.1075/jial.19001.cha · Cited by 4
Attitudes to internet advertising: a cross cultural comparison
Rettie, R., & Mojsa, M. (2002) · Research Repository (Kingston University London) · Cited by 4
A Cultural Perspective on Motivation Factors Affecting Exhibition Participation
Lee, Y. K. (2020) · Digital Scholarship - UNLV (University of Nevada Reno) · doi:10.34917/2491273 · Cited by 4
Self-Affirmation Moderates Self-Congruency Effect in Health Messaging
Yang, B. K., & Nan, X. (2019) · Health Communication · doi:10.1080/10410236.2019.1636338 · Cited by 4
“This expectation was supported in many consumer advertising studies (Chang, 2002, 2006; Han & Shavitt, 1994; Wang & Mowen, 1997).”
The Impact of Self-Construals and Thinking Styles on Business and Management Practices: A Comparison of East Asia and North America
Lee, A., Ji, L., & Bu, N. (2022) · Advances in theory and practice of emerging markets · doi:10.1007/978-3-030-87621-0_5 · Cited by 4
Consumers' Attitudes Toward Mobile Commerce
Su, Q.-Y., & Adams, C. (2010) · International Journal of E-Services and Mobile Applications · doi:10.4018/jesma.2010101601 · Cited by 4
“Give Me Happiness” or “Take Away My Pain”: Explaining consumer responses to prescription drug advertising
Sumpradit, N., Bagozzi, R. P., & Ascione, F. J. (2015) · Cogent Business & Management · doi:10.1080/23311975.2015.1024926 · Cited by 4
“In a marketing context, Han and Shavitt (1994) found that individualistic (versus collectivistic) ads were more compelling for independent consumers, while the reverse was true for interdependent consumers.”
Background
Cultures and Systems of Thought: a Preliminary Investigation on Implications for the Design Process and its Artifacts*
Okudan, G. E., Thevenot, H. J., Zhang, Y., & Schuurman, M. K. (2008) · International journal of engineering education · Cited by 4

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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