The Effect of Cultural Orientation on Persuasion
作者研究了文化取向（个人主义 vs. 集体主义）如何影响说服效果。基于双过程模型（如精细加工可能性模型），作者通过两个实验，比较了集体主义文化成员与以往研究中个人主义文化成员在动机、说服信息一致性以及启发式线索的诊断性对信息处理策略和产品评价的影响。结果发现，不同文化下人们对线索诊断性的感知差异导致了说服效果的系统性差异。同时，双过程模型在跨文化情境下依然稳健，可用于预测和解释文化差异。
The objective of this research is to assess the cross-cultural generalizability of persuasion effects predicted by dual process models. In two experiments, the impact of motivation, congruity of persuasive communication and the diagnosticity of heuristic cues on the processing strategies and product evaluations of members of a collectivist culture were compared with findings documented in past research in individualist cultures. This research supports the view that perceptual differences in cue diagnosticity account for systematic differences in persuasive effects across cultures. It is also suggested that existing theoretical frameworks, specifically the dual process models of persuasion, are robust across cultures and can help predict and explain cultural differences.