Episode Details

Dr. Sharon Shavitt is a professor of marketing at the University of Illinois. Her research has looked at consumer behavior from lots of angles, and she has been a pioneer in thinking about the role of culture in the persuasion process. In this episode, we talk about how she started to consider how the success of an advertisement depends on the audience’s cultural values and other effects of culture. She also shares her experience connecting social psychology with the world of marketing, which wasn’t that common when she was in graduate school.

Links for more on some of what we talked about:

• Individualistic vs. collectivistic cultures (check out the great book, Clash!)
• Dr. Shavitt’s research on culture and persuasion (Han & Shavitt, 1994)
• The effect of political values on successful persuasion (Feinberg & Willer, 2016)
• "Preferences don't have to be personal" (Riemer, Shavitt, Koo, & Markus, 2014)
• Holistic vs. analytic thinking and price-quality judgments (Lalwani & Shavitt, 2013)

For a transcript of this show, visit the episode's webpage.

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