Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive Versus Affective Appeals in Education Marketing Messages

One of the greatest challenges in education marketing is designing effective marketing messages, especially when targeting consumers with different cultural backgrounds. This research examines the impact of power distance belief (PDB) on the persuasiveness of affective appeal versus cognitive appeal in education marketing messages. The authors theorize that low-PDB consumers tend to prefer education products presented with affective appeal...