Abstract
The basic assumption here is that laws that op erate in attitude organization and change are universal and least susceptible to contamination by language or culture. Some of the major theories relevant to persuasion are, there fore, presented to provide a universal frame of reference ac cording to which the act of persuasion can be examined, ana lyzed, and discussed. On the other hand, latent criteria used in making evaluative judgments may vary from one individual to another and, to a greater extent, from one culture to another. Hence there are basic difficulties in cross-cultural communica tion. To overcome these difficulties, a three-step strategy of cross-cultural communication is proposed, which involves (1) a comprehensive—that is, both quantitative and qualitative— analysis of attitude components present in a target population, (2) systematic use of a multi-channel, multi-step flow of com munication, and (3) an application of C. E. Osgood's "GRIT" strategy for intercultural persuasion, in which communication is more by deeds than by words.
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