Empathy Versus Pride: the Influence of Emotional Appeals Across Cultures
- 1 December 1998
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 25 (3) , 241-261
- https://doi.org/10.1086/209537
Abstract
This research examines the persuasive effect of emotional appeals on members of collectivist versus individualist cultures. The results of two experiKeywords
This publication has 0 references indexed in Scilit: