Social and Behavioral Sciences Commons^™

Culture And Persuasion Online: Predicting Attitudes, Cognitions, And Behavioral Intentions In A Culturally Diverse Online Marketplace, Gennadi Gevorgyan

LSU Doctoral Dissertations

With an online experiment and a focus group, I examined the role of cultural appeals in online persuasive communication. The results of the study revealed that culturally oriented Web sites and online advertisements influence individual attitudes and behavioral intentions. These effects were particularly strong when cultural appeals were consistent across advertisements and their hosting Web sites. I observed the main effect of culture on persuasiveness of Web sites and advertisements both the American and the Chinese samples of participants. The results of the study did not, however, support the expectation that ethnic identity and need for cognition would interact with …