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首页> 外文期刊>Journal of organizational behavior >Emotional appeal in recruitment advertising and applicant attraction: Unpacking national cultural differences
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Emotional appeal in recruitment advertising and applicant attraction: Unpacking national cultural differences

机译：招聘广告和求职者吸引力中的情感吸引力：揭示民族文化差异

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摘要

We investigated the impact of the type of emotional appeal (ego-focused vs. other-focused) used in recruiting advertisements on applicant attraction to firms through two experimental studies across three countries (the United States, China, and Singapore). In Study 1, we made a traditional cultural comparison between the United States and China, whose dominant cultural values are characterized by individualism and collectivism, respectively. We found applicants in the United States were more strongly attracted to firms whose recruiting advertisements were based on an ego-focused emotional appeal, while applicants in China were more attracted to firms that used ads with an other-focused emotional appeal. Study 2 was conducted in bicultural Singapore. We primed bicultural applicants to be either the individualistic or collectivistic aspect of their cultural heritage. Applicants with individualist priming were attracted to recruiting advertisements with an ego-focused emotional appeal, whereas applicants with collectivist priming were attracted to advertisements with an other-focused emotional appeal. In addition, both studies revealed that a job applicant's regulatory focus (promotion vs. prevention) mediated the influence of national culture on the relationship between type of emotional appeal and applicant attraction to firms. Practical implications and suggestions for future research also are discussed. Copyright (c) 2016 John Wiley & Sons, Ltd.
机译：我们通过在三个国家（美国，中国和新加坡）进行的两项实验研究，调查了在招募广告对申请人对公司的吸引力方面所使用的情绪吸引力类型（以自我为重点还是以其他为重点）的影响。在研究1中，我们对美国和中国之间的传统文化进行了比较，它们的主要文化价值观分别以个人主义和集体主义为特征。我们发现，美国的申请人更受那些以自我为中心的情感吸引力为基础的招聘广告的公司吸引，而中国的申请人更受那些使用具有其他情绪的吸引力为广告的公司的吸引力。研究2在新加坡的双重文化背景下进行。我们将双文化申请人视为他们文化遗产的个人主义或集体主义方面。具有个人主义情绪的申请人被吸引以自我为中心的情感吸引力的广告招募，而具有集体主义情绪的申请人被吸引为具有其他目的的情感吸引力的广告。此外，两项研究均显示，求职者的监管重点（晋升与预防）介导了民族文化对情感吸引力类型与求职者对公司吸引力之间关系的影响。还讨论了对未来研究的实践意义和建议。版权所有（c）2016 John Wiley＆Sons，Ltd.

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