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首页> 外文期刊>Professional Communication, IEEE Transactions on >Style Congruency and Persuasion: A Cross-cultural Study Into the Influence of Differences in Style Dimensions on the Persuasiveness of Business Newsletters in Great Britain and the Netherlands
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Style Congruency and Persuasion: A Cross-cultural Study Into the Influence of Differences in Style Dimensions on the Persuasiveness of Business Newsletters in Great Britain and the Netherlands

机译：风格一致性和说服力：跨文化研究，探讨风格维度差异对英国和荷兰商业通讯的说服力的影响

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Research problem: The purpose of the present study was to investigate whether style congruency on the dimensions succinct-elaborate and instrumental-affective influenced the persuasiveness of business newsletters in the Netherlands and Great Britain. Research question: Is a writing style more persuasive in a country with cultural preferences that are congruent with this writing style? Literature review: The purpose of the literature review was to present two theoretical frameworks for investigating cross-cultural differences in style preferences. Theories about cross-cultural differences in value orientations show that value orientations can be linked to cross-cultural differences in persuasion. Theories about cross-cultural differences in communication styles show that preferences for particular communication styles can be linked to cultural value orientations. Methodology: Two quantitative experimental studies were conducted among 344 business-to-business customers of a company in the Netherlands and Great Britain. Using seven-point scales, participants evaluated different versions of a newsletter on comprehensibility, attractiveness, and intention to order goods. Statistical analyses included general linear model (GLM) repeated measures and two-way ANOVAs. Results and discussion: Findings reveal limited differences between the Dutch and British participants in preferences for communication styles. Consequently, it may not be worthwhile for organizations to adjust the style of their documents to preferences in different cultures. A limitation of the current study was that it only investigated style preferences for one particular business genre (i.e., newsletters). Future research should investigate stylistic preferences in other business genres and in other cultures.
机译：研究问题：本研究的目的是调查在简洁精巧和工具情感方面的风格一致性是否影响了荷兰和英国的商业通讯的说服力。研究问题：在一个文化偏爱这种书写风格的国家，这种书写风格是否更具说服力？文献综述：文献综述的目的是提出两个理论框架，以研究风格偏好方面的跨文化差异。关于价值取向的跨文化差异的理论表明，价值取向可以与说服力的跨文化差异联系在一起。关于交流风格的跨文化差异的理论表明，对特定交流风格的偏好可以与文化价值取向相关联。方法：在荷兰和英国的一家公司的344个企业对企业客户中进行了两次定量实验研究。参加者使用七点量表评估了通讯的不同版本的易懂性，吸引力和订购商品的意图。统计分析包括通用线性模型（GLM）重复测量和双向ANOVA。结果与讨论：研究结果表明，荷兰人和英国人之间在交流方式偏好上的差异有限。因此，对于组织而言，根据不同文化的喜好调整文档样式可能不值得。当前研究的局限性在于，它仅调查了一种特定商业类型（即新闻通讯）的样式偏好。未来的研究应调查其他业务类型和其他文化中的风格偏好。

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