scimanagementНаука и искусство управленияScience and art of management2782-2222РГГУ10.28995/3033-7232-2026-1-108-123scimanagement-271Research ArticleСовременные аспекты управленияModern aspects of managementВлияние особенностей национальной культуры на выбор стратегий убеждения: текущие взгляды научного сообществаThe impact of national cultural characteristics on the choice of persuasion strategies: current perspectives in the academic communityhttps://orcid.org/0009-0002-8077-3101ЗапылихинВ. С.ZapylikhinV. S.

Владислав С. Запылихин, аспирант

119571, Москва, проспект. Вернадского, д. 82, стр. 1

Vladislav S. Zapylikhin, postgraduate student

bldg. 1, bld. 82, Vernadskogo Avenue, Moscow, 119571

zapylikh@mail.ruРоссийская академия народного хозяйства и государственной службы при Президенте Российской ФедерацииРоссияRussian Presidential Academy of National Economy and Public Administration (RANEPA)Russian Federation20260804202601108123Copyright © Запылихин В.С., 20262026Запылихин В.С.Zapylikhin V.S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://scimanagement.elpub.ru/jour/article/view/271

Цель исследования заключается в рассмотрении текущего взгляда научного сообщества на влияние особенностей национальной культуры при выборе стратегий убеждения, а также на чувствительность к ним. В работе проводится систематический анализ основных теоретических исследований культурных измерений, включающий модели Ф. Клакхона и Ф. Стродтбэка, Э. Холла, Г. Хофстеде, Р. Инглхарта, GLOBE, Ш. Шварца и Ф. Тромпенаарса, а также рассматриваются ключевые теории стратегий убеждения таких авторов, как Л. Фестингер, У. Макгуайр, Р. Петти и Дж. Качиоппо, Ш. Чайкен, Р. Чалдини, И. Айзен. Осуществлен обзор эмпирических исследований, изучающих взаимосвязь культурных особенностей и восприимчивости к различным стратегиям убеждения. Результаты показывают, что культурные переменные влияют на выбор стратегий убеждения, требуя глубокой культурной адаптации коммуникационных подходов. Отдельное внимание уделяется выявлению основных закономерностей, отражающих влияние особенностей национальной культуры на стратегии убеждения в эмпирических исследованиях. Дополнительно уточняются методологические основания отбора источников и сопоставления данных, фиксируются расхождения по культурным эффектам между разными стратегиями убеждения, подчеркивается необходимость дальнейших исследований в данной области.

The study examines current perspectives in the academic community on how national culture characteristics shape the choice of persuasion strategies and audiences’ susceptibility to them. It provides a systematic review of major theoretical work on cultural dimensions – including the models of Kluckhohn and Strodtbeck, Hall, Hofstede, Inglehart, the GLOBE project, Schwartz, and Trompenaars, and discusses key theories of persuasion associated with Festinger, McGuire, Petty and Cacioppo, Chaiken, Cialdini, and Ajzen. The paper surveys empirical studies exploring the relationships between cultural factors and receptivity to different persuasion strategies. Findings indicate that cultural variables influence strategy selection, necessitating deep cultural adaptation of communication approaches. Particular attention is paid to identifying regularities in how national culture features affect persuasion strategies in empirical research. The review also clarifies the methodological basis for source selection and data comparison, documents discrepancies in cultural effects across strategies, and underscores the need for further research in this area.

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The authors declare that there are no conflicts of interest present.