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Do multicultural Hispanic Americans choose more culturally appropriate persuasive arguments than monocultural Americans?
Journal of Cultural Marketing Strategy,
2
(2),
141-157
(2017)
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
The full article is available to subscribers to the journal.
Author's Biography
Napatsorn Jiraporn is an assistant professor of marketing, State University of New York (SUNY) at Oswego. She holds a BBA from Chulalongkorn University, Bangkok, an MBA from Virginia Polytechnic Institute and State University (Virginia Tech) and a PhD in marketing from the State University of New York (SUNY) at Binghamton. Her research interests include consumer behaviour, judgment and decision making, corporate social responsibility, cross-cultural marketing and leadership. Her work has been published in such journals as European Journal of Marketing, Journal of Business Ethics, Applied Economics Letters and Financial Management.
Davina Vora is an associate professor, State University of New York (SUNY) at New Paltz. She has a BA from Wellesley College and a PhD in international business from the University of South Carolina. Prior to joining SUNY New Paltz, she worked at the University of Texas at Dallas and Coopers & Lybrand Consulting. Her research interests span the areas of international management, organisational behaviour and strategy. She is primarily interested in multiculturalism, psychological attachment in multinational enterprises, group diversity, boundary spanning, global leadership, and the influence of cultural values on individuals and groups. She is on the editorial review board of several journals and her work has been published in numerous peer-reviewed journals.
Wendy Casper holds a PhD in industrial/organisational psychology from George Mason University and is a Fellow of the Society for Industrial/Organizational Psychology. Her research interests include work–life issues, diversity and cross-cultural management. She was a finalist for the Rosabeth Moss Kanter Award for Excellence in Work–Family Research and has received research grants from the Society for Human Resource Management Foundation and the Center for Human Resource Management at the University of Illinois. Her work has been published in numerous peer-reviewed journals, and has been featured in such media outlets as the Wall Street Journal, the Washington Post, MSNBC News, HR Magazine and Working Mother Magazine.
