Persuading for Change: The Impact of Culture on the Principles of Authority and Social Proof

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Author(s): Sean Watts (Yonsei University, Korea), Teppo Räisänen (Oulu University of Applied Sciences, Finland)and Sami Halonen (University of Oulu, Finland)
Copyright: 2013
Pages: 10
Source title: Public Sector Transformation Processes and Internet Public Procurement: Decision Support Systems
Source Author(s)/Editor(s): Natasa Pomazalová (University of Defence in the Czech Republic, Czech Republic)
DOI: 10.4018/978-1-4666-2665-2.ch004

Keywords: Business & Management / Business Science Reference / Decision Support Systems / Public and Sector Management

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Abstract

Persuasion happens when somebody tries to change someone else’s attitudes or behavior without using coercion or force. In different cultures, different persuasion principles seem to work better than others. This has to be taken into account in marketing and design. It is especially true when developing persuasive systems, i.e. systems that aim at changing the user. In this chapter, the authors study the role of culture in the context of authority and social proof. This was examined through positivist survey conducted by South Korean and Finnish College Students. The received results suggest that authority plays a bigger role in the Republic of Korea than in Finland. Ergo, the authors conclude that the implications of culture should be regarded when designing systems that aim at any kind of change.

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Persuading for Change: The Impact of Culture on the Principles of Authority and Social Proof

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