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Jennifer L. Aaker 2000

Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Process and Attitudes. Jennifer L. Aaker 2000. Joohyung Park 10/21/2008. Flow. Key Concepts Theoretical Background Accessibility-Diagnosticity Model Experiments Applying Theory. Key Concepts.

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Jennifer L. Aaker 2000

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  1. Accessibility or Diagnosticity?Disentangling the Influence of Culture on Persuasion Process and Attitudes Jennifer L. Aaker 2000 Joohyung Park 10/21/2008

  2. Flow • Key Concepts • Theoretical Background • Accessibility-Diagnosticity Model • Experiments • Applying Theory

  3. Key Concepts • Diagnosticity? • The extend of which inferences based on the information alone would be adequate to make a decision. • Importance of information (Importance and relevance) Ex.) Buying a Car Safety Features vs. Durability of Headlight Bulb

  4. Key Concepts • Cultural Difference of Diagnosticity • Certain associations are more valued in one culture than in another culture. Source: http://highered.mcgraw-hill.com/sites/dl/free/0072537140/103163/arn37140_070_115.pdf

  5. Key Concepts • Accessibility? • The activation potential of available knowledge • Operationalized through number of exposure to certain information • Cultural Difference of Accessibility • Certain associations are more accessible in one culture than in another culture. • Ex) Fung-sui in Asia but not in Western Countries

  6. Theoretical Background Culture Attitude But how? What drives asymmetric attitudes among different cultures? Diagnosticity Accessibility

  7. Theoretical Background http://www.youtube.com/watch?v=CaewaVqre6o&feature=related Better Appeals to American Achievement / Success More Favorable Attitude among Americans http://www.adic.co.kr/ads/list/showTvAd.do?ukey=91900&oid=&pageNumber=1 Better Appeals to Korean Filial Devotion More Favorable Attitude among Koreans

  8. Accessibility-Diagnosticity Model • The likelihood that any piece of information will be used as an input into a decision depends on the diagnosticity and accessibility of the input in memory. • What mainly drives cross-cultural attitude differences? • Accessibility? Or Diagnosticity?

  9. Operationalization of Concepts High “Culture - distinct” Associations • Ruggedness (US) • Peacefulness (Japan) Low “Culture - distinct” Associations • Excitement (similar in US and Japan)

  10. Experiment 1 Attitudes Not Supported Supported Supported 5 4 3 American 2 Japanese 1 Personality Dimension Ruggedness Peacefulness Excitement

  11. Accessibility-Diagnosticity Model Experiment 2 & 3 What mainly drives cross-cultural attitude differences? Diagnosticity? vs. Accessibility?

  12. Accessibility-Diagnosticity Model If Diagnosticity > Accessibility Increasing Accessibility (through elaboration) No change in attitude pattern If Accessibility > Diagnosticity Increasing Accessibility (through elaboration) Change in Attitude pattern

  13. Anglo-American Asian-American Hi Low Hi Low Ruggedness 3.17 5.00 4.83 4.07 Peacefulness 5.16 4.13 - - Excitement 4.76 4.26 3.55 4.96 Experiment 2 • Manipulating Accessibility through Elaboration Levels Support for accessibility explanation

  14. American Japanese Hi Low Hi Low Ruggedness 4.43 4.44 4.50 3.58 Peacefulness 4.97 3.88 4.25 4.64 Sophistication 4.50 3.94 4.33 4.42 Experiment 3 • Manipulating Accessibility through Elaboration Levels Support for accessibility explanation

  15. Experiment 2 & 3 • Manipulating Accessibility through Elaboration Levels Experiment 2 Experiment 3 Anglo-American Japanese Hi Low Hi Low Ruggedness 3.17 5.00 4.50 3.58 Peacefulness 5.16 4.13 4.25 4.64 Increased accessibility in high culture-distinct association does not lead to more favorable attitudes

  16. Applying Theory • Appeal highly culture-distinct brand image across different cultures? Korea US Can be effective if consistent campaign is possible

  17. Thank you !

  18. Experiment 2 & 3 Why increase in accessibility doesn’t induce more favorable attitude? As elaboration increases, • Increased counter-arguments • Decreased support arguments • Increased message irrelevant thoughts

  19. Experiment 2 & 3 • Mediation Analysis “ Only Significant Under Low Accessibility ” “Under High Accessibility ” Culture Attitude differences VTI* (Valenced Ruggedness/ Peacefulness, Thoughts) VTI* (Valanced Ruggedness/ Peacefulness, Thoughts) *Valenced Thought Index : Reference Estimation of Diagnosticity

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