STUDY OF THE INFLUENCE OF CERTAIN CULTURAL AND CONTENT VARIABLES ON THE EFFECTIVENESS OF PERSUASIVE COMMUNICATIONS IN THE INTERNATIONAL FIELD.
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WISCONSIN UNIV MADISON
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The first experiment was designed to test the following predictive hypotheses 1 A persuasive message is more effective when the source is seen as a member of the recipients reference group than when the source is not a member. 2 A message translated idiomatically from another language is less effective than a message composed in the language in which it is read. 3 The effect of a source is more marked when a message is directly attributed to that source rather than simply appearing with it. 4 The effect of a persuasive communication is greater when a favorable source is shown with the message, regardless of whether the message is attributed to that source or not. 5 The effect of the group membership of the source is greater for ethnocentric individuals than for those low in ethnocentrism. 6 The effects of level of translation are more marked with highly ethnocentric individuals than with those low in ethnocentrism. 7 The more a foreign country is seen as like ones own, the more effective the persuasive communication from that country is, other things being equal. 8 The more favorably a foreign country is evaluated, the more effective its communication is, other things being equal. 9 Interest in and use of the mass media vary directly with the degree of social modernism in the users attitudes.