Do multicultural Hispanic Americans choose more culturally appropriate persuasive arguments than monocultural Americans?

Napatsorn Jiraporn, Davina Vora and Wendy Casper

Journal of Cultural Marketing Strategy, 2017, vol. 2, issue 2, 141-157

Abstract: Given the increasingly diverse workforce and consumer base, organisations can benefit from understanding the persuasive skills of multicultural employees — people who identify with more than one culture. Drawing upon the regulatory focus and cultural frame switching literatures, this study hypothesises that monocultural Americans tend to use the same persuasive appeal regardless of a customer’s culture, while multicultural Hispanic Americans use culturally appropriate strategies, ie promotion-focused appeals for American customers, and prevention-focused appeals for Hispanic customers. Partial support for this hypothesis is found. Implications for the personal selling and multiculturalism literatures are discussed.

Keywords: multiculturalism; persuasion; bicultural identity integration; regulatory focus; personal selling (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2017:v:2:i:2:p:141-157

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