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"I" VERSUS "THEY" AND "EAST" VERSUS "WEST": CROSS-CULTURAL DIFFERENCES IN PERCEIVED IMPACT OF SOURCE EXPERTISE
- Authors
- Han, Sang pil; Yoon, Sukki; Vargas, Patrick
- Issue Date
- Sep-2005
- Publisher
- Association for Consumer Research
- Citation
- Advances in Consumer Research, v.32, no.1, pp.287 - 293
- Indexed
- OTHER
- Journal Title
- Advances in Consumer Research
- Volume
- 32
- Number
- 1
- Start Page
- 287
- End Page
- 293
- ISSN
- 0098-9258
- Abstract
- People often think that they are different from others and that Easterners are different from Westerners. Easterners and Westerners may differ in various aspects, but do people exaggerate this difference in their thinking? In this paper, we argue that East-West cultural differences are perceived to be greater than they actually are (Study 1), and these perceived between-nation differences are more influential than actual between-nation differences on the perceived impact of source expertise (Study 2). However, within-nation individual variations in both perceived and actual cultural differences equally influence the perceived impact of source expertise (Study 3).
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Related Researcher
- Han, Sang pil
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)