Uploaded June 2020 | Updated September 2026, 3 weeks ago

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Dr. Sharon Shavitt is a professor of marketing at the University of Illinois. Her research has looked at the psychology of consumer behavior from lots of angles, and she has been a pioneer in thinking about the role of culture in the persuasion process. In this episode, we talk about how she started to consider how the success of an advertisement depends on the audience’s cultural values and other effects of culture. She also shares her experience connecting social psychology with the world of marketing, which wasn’t that common when she was in graduate school.

Listen to the full episode: opinionsciencepodcast.com/episode/opinions-across-cultures-with-sharon-shavitt

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Opinion Science is a psychology podcast exploring the science of our opinions, where they come from and how they change. Each week I talk to social scientists and professional communicators about how the work they do reveals key insights about public opinion and persuasion.

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