Social and Behavioral Sciences Commons^™

A Comparison Of Factual/Low Context Versus Emotional/High Context Message Appeals: Persuading Chinese Smokers To Ring The Chinese Quitline, Michael Camit, Gary I. Noble, Jennifer Ann Algie

Faculty of Commerce - Papers (Archive)

This study does not support the notion developed from cross cultural advertising literature that members of a particular cultural group will prefer a particular message advertising appeal if it reflects values that are congruent to its culture. An experimental design is applied to examine whether emotional/ high context appeals (n=120) are more persuasive than factual/ low context appeals (n=124) among target groups from collectivist cultural backgrounds. Analysis of Chinese smokers’ pre-and-post intentions to contact the Chinese Quitline after viewing print advertisements determined that there was no difference between the two ad groups’ shift scores. The common use of direct translations …