The Influence of affective and cognitive appeals on persuasion outcomes: a cross-cultural meta-analysis

Abstract People are frequently exposed to different extents of affective and cognitive appeals, but it remains unclear whether appeals targeting emotions or beliefs are differentially effective across cultures. Hence, this meta-analysis investigates the relative influence of affective versus cognitive appeals for persuasion outcomes as a function of individualism-collectivism. Using 133 samples across 22 countries (N = 29,338), we found affective appeals to be relatively more effective than cognitive appeals in collectivistic societies, but both appeals were similarly effective in individualistic societies. These analyses demonstrate the fruitfulness of examining affective–cognitive appeals through a cultural lens, and suggest new directions for future research.