TY - JOUR
T1 - Moderating effects of collectivism on customized communication
T2 - A test with tailored and targeted messages
AU - Li, Cong
AU - Kalyanaraman, Sriram
AU - Du, Ying Roselyn
N1 - Funding Information:
correlated with the participants’ attitudes toward tailored messages. Thus, H2a was partially supported.
PY - 2011/12
Y1 - 2011/12
N2 - A growing body of research has shown that customized messages have certain advantages over non-customized ones such as being more memorable and more persuasive. However, most prior studies tested customization effects with American participants only. It remains a mystery in the literature how people from other cultures may process customized messages. The current article examined the effects of two types of customized information, tailored and targeted, through two studies. Thirty Chinese working professionals and students in the US participated in study 1 and 56 Asian students in Hong Kong participated in study 2. In both studies, participants' tendencies toward collectivistic and individualistic cultures were measured. It was found that more collectivism-oriented participants generated higher recall and more favorable attitudes toward targeted messages, whereas less collectivism-oriented participants generated higher recall and more favorable attitudes toward tailored messages.
AB - A growing body of research has shown that customized messages have certain advantages over non-customized ones such as being more memorable and more persuasive. However, most prior studies tested customization effects with American participants only. It remains a mystery in the literature how people from other cultures may process customized messages. The current article examined the effects of two types of customized information, tailored and targeted, through two studies. Thirty Chinese working professionals and students in the US participated in study 1 and 56 Asian students in Hong Kong participated in study 2. In both studies, participants' tendencies toward collectivistic and individualistic cultures were measured. It was found that more collectivism-oriented participants generated higher recall and more favorable attitudes toward targeted messages, whereas less collectivism-oriented participants generated higher recall and more favorable attitudes toward tailored messages.
KW - collectivism
KW - customization
KW - individualism
KW - tailored communication
KW - targeted communication
UR - http://www.scopus.com/inward/record.url?scp=84863267276&partnerID=8YFLogxK
U2 - 10.1080/01292986.2011.609596
DO - 10.1080/01292986.2011.609596
M3 - Journal article
AN - SCOPUS:84863267276
SN - 0129-2986
VL - 21
SP - 575
EP - 594
JO - Asian Journal of Communication
JF - Asian Journal of Communication
IS - 6
ER -