Message framing and interpersonal orientation at cultural and individual levels: involvement as a moderator
National Chengchi University
Increasing research examines the role of culture in processing persuasive messages. The dimension that has drawn the most attention is individualism versus collectivism. According to Kagitcibasi (1994), the most important way to conceptualise individualism/collectivism is in terms of how people relate to one another. A sense of interpersonal independence and separateness describes individualist cultures, whereas interpersonal relatedness and dependence characterises collectivist cultures (Hofstede 1980; Triandis et al.1988). This sense of interpersonal orientation also shapes variations in independent and...