Risk Perception - Marketing - Lecture Slides, Slides of Marketing Management

Download Risk Perception - Marketing - Lecture Slides and more Slides Marketing Management in PDF only on Docsity! Shame Appeal (n = 52) Guilt Appeal (n = 57) t test Argument Quality 4.63 (1.05) 4.44 (0.95) t (103) = 0.98, p = .33 Felt Shame 1.20 (1.56) 0.63 (1.01) t (106) = 2.29, p <.01, d = 0.43 Felt Guilt 1.33 (1.65) 1.00 (1.35) t (107) = 1.12, p = .14 Felt Anger 1.36 (1.40) 0.86 (1.27) t (105) = 1.91, p < .05, d = 0.37 PMI 3.45 (1.65) 2.92 (1.22) t (107) = 1.88, p <.05, d = 0.37 Note. PMI = Perceived manipulative intent. Docsity.com Arethe effects motional Responses CULTURALLY CET 8S SSS SS SSS SS SSSSS | S SS SSSS_ | DEPENDENT? en sssssSSssssss s Ss x “Cultural and Family Environments* *Individual Temperament* *Situational Events* Docsity.com CULTURE  Korean advertisements employed more  terms emphasizing family integrity,  social relationships, and group benefits  than advertisements in American  magazines (Han & Shavitt, 1994)  Koreans are more persuaded than U.S.  Americans by ads with relational terms,  U.S. Americans are more persuaded by  ads with individualistic terms (also see Gregory &  Munch, 1997) Docsity.com High guilt 0.200007 Reference c — Self ref. o —s so Other ref. co o.00000- O Self ref. = 3 CJ Other ref =a oy 3 9 -0.200004 zo 5 L oO -040000- culture Docsity.com Behavioral Intention (Factor Scores) Estimated Marginal Means of Behavioral Intention Low guilt LeMWaeto) efeteNVETaA culture Reference — Self ref. —- Other ref. O Self ref. OO Cther ref. Behavioral Intention (Factor Scores) Moderate guilt Reference — Self ref. —> Other ref. O Self ret. OF Other ret. Hi Collectivists low collectivism. culture Docsity.com