PSYCHOLOGICAL FACTORS IN INTERNATIONAL PERSUASION

In: The annals of the American Academy of Political and Social Science, Band 398, S. 50-60

Abstract

The basic assumption here is that laws that operate in att org & change are universal & least susceptible to contamination by language or culture. Some of the major theories relevant to persuasion are, therefore, presented to provide a universal frame of reference according to which the act of persuasion can be examined, analyzed, & discussed. On the other hand, latent criteria used in making evaluative judgments may vary from one individual to another &, to a greater extent, from one culture to another. Hence there are basic difficulties in cross-cultural COMM. To overcome them, a 3-step strategy of cross-cultural COMM is proposed, which involves (1) a comprehensive-that is, both quantitative & qualitativeanalysis of attitude components present in a target pop, (2) systematic use of a multi-channel, multi-step flow of COMM, & (3) an application of C. E. Osgood's 'GRIT' strategy for intercultural persuasion, in which COMM is more by deeds than by words. HA.