Final answer:
The persuasive ability of comparative ads is related to the personality traits of self-construal and the need for cognition. As self-construal influences one's perception of interdependence, it impacts how individuals in different cultures respond to these ads. The need for cognition affects the preference for detail-rich and intellectually engaging messages in advertising.
Step-by-step explanation:
The study of American and Thai consumers indicates that the persuasive ability of comparative ads is related to two personality traits which are self-construal and need for cognition. Self-construal refers to the degree to which individuals define themselves independently of others or interdependently with others. This trait influences how consumers relate to comparative ads based on their sense of self in relation to others. Additionally, the need for cognition is a personality trait that signifies one's desire to engage in and enjoy thinking. Individuals with a high need for cognition are more likely to be influenced by ads that provide detailed information and require more cognitive processing.
Understanding cultural influences on personality is crucial because the effectiveness of persuasive messages can vary widely between cultures with different values and cognitive styles. For instance, in a collectivist culture, individuals with a high level of interdependence may respond better to ads that emphasize community and shared benefits. In contrast, individualistic cultures might find comparative advertisements more persuasive when they align with a more independent self-construal.
Cultural differences in personality traits like openness, conscientiousness, extraversion, and neuroticism across various cultures can impact how advertisements are received. Moreover, the audience's attention, intelligence, self-esteem, and age can also affect their susceptibility to persuasion. Therefore, advertisers should consider these factors when crafting persuasive messages to reach a diverse audience effectively.