סמינר בשיווק

Hila Riemer, Ben-Gurion University 

Abstract:

This project builds upon our prior work, in which we expand attitude theorizing across cultures and introduce the normative-contextual model of attitudes. Our normative-contextual model of attitude has implications for the formation, functions, and characteristics of attitudes in non-Western cultural contexts. Building on this model, in the current research we examine the role of culture in the influence of affect on judgment.

We propose that affect-as-information theory, which suggests that people use “how-do-I-feel-about-it” heuristics when forming judgments, relies on Western assumptions. In its place, a different type of affect guides judgments in non-Western cultural contexts: group-based affect, which is not personal but rather responsive to events linked to the ingroup. Thus, in non-Western cultural contexts, people use “how-do-WE-feel-about-it” heuristics. This is due to non-Westerners’ (1) greater tendency to identify with the ingroup, (2) more accessible group-based affect, and (3) view of group-based affect as more legitimate, diagnostic information. Four experiments provide preliminary support for our predictions. Future studies, to extend this support and to examine the mechanisms underlying the effects, will be discussed.