S
Sharon Shavitt
Researcher at University of Illinois at Urbana–Champaign
Publications - 96
Citations - 7397
Sharon Shavitt is an academic researcher from University of Illinois at Urbana–Champaign. The author has contributed to research in topics: Consumer behaviour & Persuasion. The author has an hindex of 37, co-authored 95 publications receiving 6727 citations. Previous affiliations of Sharon Shavitt include Indiana University & Ohio State University.
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Persuasion and culture: Advertising appeals in individualistic and collectivistic societies.
Sangpil Han,Sharon Shavitt +1 more
TL;DR: The authors examined the extent to which a core dimension of cultural variability, individualism-collectivism (Hofstede, 1980, 1983; Triandis, 1990), is reflected in the types of persuasive appeals that tend to be used and that tend not to be effective in different countries.
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The Relation Between Culture and Response Styles Evidence From 19 Countries
TL;DR: This article investigated at the country level the effects of four cultural orientations identified and studied by Hofstede on two commonly recognized response biases: extreme response style and acquiescent responding, and found that individualism, uncertainty avoidance, power distance, and masculinity were each negatively associated with acquiescent response behavior.
Journal Article
Public Attitudes Toward Advertising: More Favorable Than You Might Think
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The role of attitude objects in attitude functions
TL;DR: The authors investigated whether attitudes toward objects that engage different functions respond to different types of persuasive appeals and found that attitudes toward some objects tend to serve a single function, whereas attitudes toward others serve multiple functions.
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Survey of Internet users’ attitudes toward Internet advertising
TL;DR: A regression analysis indicated that enjoyment of looking at Internet advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions contributed to participants’ attitudes toward IA.