What question did this study set out to answer?

To determine how ego-focused versus other-focused emotional appeals influence persuasion across collectivist and individualist cultures and identify the underlying cognitive mechanisms.

December 1, 1998Journal of Consumer Research

Empathy Versus Pride: the Influence of Emotional Appeals Across Cultures

View Full Paper

Ask AI

Bookmark

To determine how ego-focused versus other-focused emotional appeals influence persuasion across collectivist and individualist cultures and identify the underlying cognitive mechanisms.
Conducted two controlled experiments testing participant attitudes toward ego-focused (e.g., pride, happiness) versus other-focused (e.g., empathy, peacefulness) persuasive appeals.
Evaluated cognitive processing by measuring the generation and elaboration of individual versus collective thoughts within an ability-motivation framework.
Ego-focused emotional appeals generated more favorable attitudes in collectivist cultures, whereas other-focused appeals generated more favorable attitudes in individualist cultures.
The persuasive effect was driven by the cognitive elaboration of novel thoughts, specifically individual thoughts in collectivist participants and collective thoughts in individualist participants.

Discussion

No takes yet. Share an insight, caveat, or question.

Implication

Experimental study reveals novel emotional appeals drive stronger persuasion across cultures, suggesting cognitive elaboration of unfamiliar concepts enhances messaging impact.

Cite This Study

Aaker et al. (1998) studied this question.

synapsesocial.com/papers/6a126ef2bb918b6e5b675372 https://doi.org/10.1086/209537

View Full Paper

Ask AI

Bookmark

Implication

Experimental study reveals novel emotional appeals drive stronger persuasion across cultures, suggesting cognitive elaboration of unfamiliar concepts enhances messaging impact.

Empathy Versus Pride: the Influence of Emotional Appeals Across Cultures

Key Points

Discussion

Implication

Cite This Study

Empathy Versus Pride: the Influence of Emotional Appeals Across Cultures

Key Points

Discussion

Implication

Cite This Study

Also Consider

Also Consider