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Title:Examining the Horizontal and Vertical Dimensions of Individualism Within the United States and Denmark: How Culture Affects Values, Moral Orientations and Advertising Persuasion
Author(s):Nelson, Michelle Renee
Doctoral Committee Chair(s):Shavitt, Sharon
Department / Program:Communications
Discipline:Communications
Degree Granting Institution:University of Illinois at Urbana-Champaign
Degree:Ph.D.
Genre:Dissertation
Subject(s):Psychology, Social
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. Findings revealed that, although processing expectations were supported, predictions for higher evaluations of culturally-relevant ads were not.
Issue Date:1997
Type:Text
Language:English
Description:288 p.
Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 1997.
URI:http://hdl.handle.net/2142/86609
Other Identifier(s):(MiAaPQ)AAI9812720
Date Available in IDEALS:2015-09-28
Date Deposited:1997


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