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]