Research in consumer behavior and social psychology has addressed the role of culture in multiple ways—across nations, across ethnic groups within nations, across individuals within nations (focusing on cultural orientation), and across situations through the priming of cultural values. These studies have established that regardless of how culture is studied, cultural distinctions have important implications for advertising content, persuasiveness of appeals, consumer motivation, and consumer judgment processes. The findings often emerge in parallel across these cultural operationalizations. Our chapter reviews the implications of these cultural differences for consumer attitudes, information processing, and persuasion.
|Name||Frontiers in Culture and Psychology|
- information processing