PSY 005 Lecture Notes - Lecture 23: Irving Janis, Stanford Prison Experiment, Collectivism
23 Dec 2020
School
Department
Course
Professor
Document Summary
Culture and persuasion cultural factors also play a subtle but important role. cultures differ in the extent to which they are oriented toward individualism versus collectivism. In light of these differences, sang-pil han and sharon shavitt compared the contents of magazine advertisements in the united states, an individualistic country, and korea, a collectivistic country. They found that while u. s. advertising slogans were focused more on personal benefits, individuality, competition, and self-improvement, korean ads appealed more to the integrity, achievement, and well-being of one"s family and other. In the united states, celebrities tend to portray themselves using or talking directly about a product; in korean ads that appeal to belongingness, family, and traditional values, celebrities are more likely to play the role of someone else. To be persuasive, a message should appeal to the culturally shared values of its audience. Most of us know how it feels to be coaxed into behaviour that is at odds with our inner convictions.
