{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/86609"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/86609","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Examining the Horizontal and Vertical Dimensions of Individualism Within the United States and Denmark: How Culture Affects Values, Moral Orientations and Advertising Persuasion","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. 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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.","Made available in DSpace on 2015-09-28T15:15:49Z (GMT). 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