People are frequently exposed to different extents of affective and cognitive appeals, but it remains unclear whether appeals targeting emotions or beliefs are differentially effective across cultures. Hence, this meta-analysis investigates the relative influence of affective versus cognitive appeals for persuasion outcomes as a function of individualism-collectivism. Using 133 samples across 22 countries (N = 29,338), we found affective appeals to be relatively more effective than cognitive appeals in collectivistic societies, but both appeals were similarly effective in individualistic societies. These analyses demonstrate the fruitfulness of examining affective–cognitive appeals through a cultural lens, and suggest new directions for future research.

中文翻译：

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情感和认知诉求对说服结果的影响：一项跨文化荟萃分析


人们经常暴露于不同程度的情感和认知诉求，但目前尚不清楚针对情感或信念的诉求是否在不同文化中具有不同的有效性。因此，本荟萃分析调查了作为个人主义-集体主义的函数，情感诉求与认知诉求对说服结果的相对影响。使用来自 22 个国家的 133 个样本 （N = 29,338），我们发现情感诉求在集体主义社会中比认知诉求相对更有效，但这两种诉求在个人主义社会中同样有效。这些分析证明了通过文化视角研究情感认知吸引力的成果，并为未来的研究提出了新的方向。