Forthcoming paper in Journal of Communication

We are excited to share news about our forthcoming paper in Journal of Communication on “The Influence of Affective and Cognitive Appeals on Persuasion Outcomes: A cross-cultural meta-analysis.”!
 
This meta-analysis compares the persuasiveness of affective versus cognitive appeals across societies that vary on individualism-collectivism, and affective appeals were found to be more persuasive than cognitive appeals in collectivistic societies, thus suggesting that in persuasion, cultural tendencies to prioritize the group’s needs may encourage the integration of emotions from affective appeals in individuals’ attitudes and behavior.  Preprint here: <pdf>