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Keywords: Collectivist and individualistic values
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Journal Articles
Corporate Communications: An International Journal (2019) 24 (4): 653–669.
Published: 03 September 2019
... advertisements that appeal to cultural values to be more persuasive and better-liked (Hornikx and O’Keefe, 2009). In particular, members of collectivist societies are more persuaded by advertisements appealing to collectivist than individualistic values, and vice versa (Han and Shavitt, 1994). The same...
