Noah Goldstein

Although the fundamental principles of social influence and many of the strategies we discuss throughout this book are powerful persuaders in all cultures, recent research suggests that there are some subtle differences in how to tailor your tactics and your messages based on the cultural background of the person

Their prediction was that in collectivistic cultures, advertisements that focus consumers on the product’s benefits to one’s group members (e.g., friends, family, or coworkers) would be more persuasive than advertisements that focus consumers solely on the product’s benefits for the consumer him-or herself. They also thought that this would be especially likely for products that are typically shared with others, such as air conditioners or toothpaste

Whereas the U.S. advertisements

Whereas the U.S. advertisements tended to appeal to the reader’s individuality (e.g., “The art of being unique”), motivation for self-improvement (e.g., “You, only better”), and personal goals (e.g., “With this new look I’m ready for my new role”), the South Korean advertisements tended to appeal to the reader’s sense of responsibility to the group (e.g., “A more exhilarating way to provide for your family”), motivation to enhance the group (e.g., “The dream of prosperity for all of us”), and consideration of the group’s opinions (e.g., “Our family agrees with the selection