People are frequently exposed to different extents of affective and cognitive appeals, but it remains unclear whether appeals targeting emotions or beliefs are differentially effective across cultures.Hence,this meta-analysis investigates the relative influenceofaffective versus cognitive appeals for persuasion outcomes as a function of individualism-collectivism.Using 133 samples across 22 countries (N= 29,338),we found affective appeals to be relatively more effective than cognitive appeals in collectivistic societies but both appeals were similarly effective in individualistic societies.These analyses demonstrate the fruitfulness of examining affective-cognitive appeals through a cultural lens, and suggest new directions for future research.