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

Author

Listed:
  • Jiraporn, Napatsorn
  • Vora, Davina
  • Casper, Wendy

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.

Suggested Citation

  • Jiraporn, Napatsorn & Vora, Davina & Casper, Wendy, 2017. "Do multicultural Hispanic Americans choose more culturally appropriate persuasive arguments than monocultural Americans?," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 2(2), pages 141-157, June.
    • Handle: RePEc:aza:jcms00:y:2017:v:2:i:2:p:141-157
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    More about this item

    Keywords

    multiculturalism; persuasion; bicultural identity integration; regulatory focus; personal selling;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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