Empathy versus pride: The influence of emotional appeals across cultures
Empathy versus pride: The influence of emotional appeals across cultures
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DOI：
10.1086/209537
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发表时间：
1998-12-01
影响因子：
7.2
通讯作者：
Williams, P
中科院分区：
文献类型：
--
作者：
Aaker, JL;Williams, P
本研究考察了情感诉求对集体主义和个人主义文化成员的说服效果。两个实验的结果表明，以自我为中心（如骄傲、快乐）的情感诉求与以他人为中心（如共情、平和）的情感诉求相比，集体主义文化的成员对情感诉求更有好感，而以他人为中心的情感诉求与以自我为中心的情感诉求对个人主义文化的成员更有好感。实验二旨在探讨这些效应背后的心理机制。结果表明，一种相对新颖的思想类型的产生和阐述（集体主义文化成员的个人思想，个人主义文化成员的集体思想）解释了本研究中发现的说服效应。这些结果在能力-动机框架下进行了解释，并讨论了跨文化说服效应的理论含义。
This research examines the persuasive effect of emotional appeals on members of collectivist versus individualist cultures. The results of two experiments demonstrate that ego-focused (e.g., pride, happiness) Versus other-focused (e.g., empathy, peacefulness) emotional appeals lead to more favorable attitudes for members of a collectivist culture, while other-focused Versus ego-focused emotional appeals lead to more favorable attitudes for members of an individualist culture. Experiment 2 was conducted to examine the psychological mechanism underlying these effects. The results indicated that the generation of and elaboration on a relatively novel type of thought (individual thoughts for members of a collectivist culture, collective thoughts for members of an individualist culture) account for the persuasive effects found in this research. These results are interpreted within an ability-motivation framework, and theoretical implications involving cross-cultural persuasion effects are discussed.