"I Am Sorry to Send You SPAM"

Cross-Cultural Differences in Use of Apologies in Email Advertising in Korea and the U.S

Bibliographic Data

ID21088910
AuthorsHee Sun Park (0000-0002-9730-8524), Hye Eun, Hye Jung Eun, Jeong An Song
Year2005
Volume31
Issue3
Pages365-398
Publication date2005-07-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueHuman Communication Research (JOURNAL)
Journal identifiersISSN: 0360-3989 • E-ISSN: 1468-2958
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1111/j.1468-2958.2005.tb00876.x
OpenAlexW3212139680
LanguageEN
Citations received6
References cited31

A series of studies investigating cultural differences in apology usage in unsolicited email advertising messages (i.e., SPAM) are reported. Study 1 documented that in comparison to American SPAM, a greater percentage of Korean SPAM included apologies. The next five studies (Ns= 516, 3132, 662, 524, 536) tested various explanations for cross-cultural differences in uses of, and responses to, apologies. Findings indicated that advertising messages containing apologies were not necessarily more effective than advertising messages without apologies. Koreans, however, considered advertising messages with apologies as more credible and normal and exhibited a greater tendency to model other people's apology use than did Americans. Thus, the frequent presence of apologies in Korean unsolicited email advertising is likely to be based on Koreans' modeling behavior (i.e., a greater tendency to follow social norms)

Forgiveness and Related Behaviors · International Student and Expatriate Challenges · Language, Discourse, Communication Strategies · Psychology · Social Psychology

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