Culture and Persuasion A communication is persuasive to the extent that the source is favorable and the message, however it is presented, meets the psychological needs of its audience. In this regard, cultural factors also play a subtle but important role.
Cultural orientation also influences our attitudes toward the things we buy. In one set of studies, Jiewen Hong and Hannah Chang (2015) primed an “independence” cultural orientation in some participants by having them read a passage that used only singular pronouns (I, me, my); they primed an “interdependent” orientation in other participants by presenting the same passage filled with plural pronouns (we, us, our). All participants then viewed descriptions of two apartments they might rent and were asked to decide which they preferred.
Participants primed for independence relied on their feelings and picked an apartment that elicited the most positive affect (it had expansive views, more sun- light, and better interior decor). In contrast, those primed for interdependence took a more cognitive approach and selected an apartment that was more practical (it was larger and had more closet space and better access to public transportation). It appears that an independent orientation leads people to rely on their feelings because they make the decision for themselves, whereas an interdependent orientation leads people to rely on functionality because they make the decision for others.
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