Measuring the effect of culture in experimental persuasive effects research

Studies that investigate the influence of culture on the persuasion process need methods and instruments to measure the effect of culture. As cultural studies have most frequently used values as a starting point for cross-cultural differences and similarities (see Section 2), values have also been used to measure culture. Persuasive effects research involving different cultures inherently encounters a number of methodological problems. In Section 3, I will describe these problems and some solutions, and propose the inclusion of context variables other than values as an alternative way of measuring the ef-fect of culture in experimental persuasive effects research.

  • Hornikx, J. (2006). Measuring the effect of culture in experimental persuasive effects research. In R. Crijns, & J. Thalheim (Eds.), Kooperation und Effizienz in der Unternehmenskommunikation: inner und außerbetriebliche Kommunikationsaspekte von Corporate Identity und Interkulturalität (pp. 195-204). Wiesbaden: Deutscher Universitäts-Verlag. [pdf]

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