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

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.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Communications

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

1997

Author dc:creator

• Nelson, Michelle Renee

Contributors dc:contributor

• Shavitt, Sharon

• Psychology, Social

Language dc:language

eng

Identifier

(MiAaPQ)AAI9812720

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/86609