The objective of this research is to assess the cross-cultural generalizability of persuasion effects predicted by dual process models. In two experiments, the impact of motivation, congruity of persuasive communication and the diagnosticity of heuristic cues on the processing strategies and...

This research accounts for mixed findings in financial scarcity research by identifying culture-specific norms of deference that determine how consumers spend discretionary income. Three studies showed that when financially constrained, Americans were relatively less likely than Indians to...

This research examined the efficacy of one type of communication strategy, comparative advertising, in communicating product superiority to consumers across different cultures. In individualist cultures such as the United States, comparative advertising that highlights the superiority of the...