Cross cultural study in persuasive content message and source effects.
Leong, San San.
Date of Issue2006
College of Business (Nanyang Business School)
It is hypothesized that Asians in collectivistic societies with high power distance will pay significantly more attention to the source of a persuasive message than Westerners in individualistic societies with relatively low power distance. This is confirmed by two crosscultural studies. The first re-examines the order of persuasive communication for Asians, showing that Asians will assess the source of a persuasive message before its content, while Westerners will assess the content before the source. The second shows that source effects are more important than message effects for Asians while the opposite is true for Westerners.
Final Year Project (FYP)
Nanyang Technological University