Empathy versus pride: The influence of emotional appeals across cultures

This research examines the persuasive effect of emotional appeals on members of collectivist versus individualist cultures. The results of two experiments demonstrate that ego-focused (e.g., pride, happiness) Versus other-focused (e.g., empathy, peacefulness) emotional appeals lead to more favorable attitudes for members of a collectivist culture, while other-focused Versus ego-focused emotional appeals lead to more favorable attitudes for members of an individualist culture. Experiment 2 was conducted to examine the psychological mechanism underlying these effects. The results indicated that the generation of and elaboration on a relatively novel type of thought (individual thoughts for members of a collectivist culture, collective thoughts for members of an individualist culture) account for the persuasive effects found in this research. These results are interpreted within an ability-motivation framework, and theoretical implications involving cross-cultural persuasion effects are discussed.