The Impact of Cultural Characteristics and Message Appeals on Attitudes toward Anti-Secondhand Smoke PSAs : Cross-Cultural Comparison
- Title
- The Impact of Cultural Characteristics and Message Appeals on Attitudes toward Anti-Secondhand Smoke PSAs : Cross-Cultural Comparison
- Author
- Hove, Thomas Britten
- Keywords
- Antismoking; Culture; Norm appeal; Secondhand smoke; PSA; Threat appeal
- Issue Date
- 2016-08
- Publisher
- 한국광고PR실학회
- Citation
- 광고PR실학연구, v. 9, No. 3, Page. 219-245
- Abstract
- This online evaluation study of anti-secondhand smoke messages investigated two related questions. First, to what extent do different message appeals ― norm versus threat ― have differential impacts on people from a predominantly individualistic culture compared to people from a predominantly collectivistic culture? Second, how do country-level and individual-level cultural orientations interact to affect attitudinal outcomes? Using a 2 (Culture: Individualism vs. Collectivism) × 3 (Message Appeals: Descriptive Norm vs. Injunctive Norm vs. Threat) between-subjects design, the study was conducted online among nonsmoking college students in the U.S. and South Korea. Message appeals were tested in ads that oppose secondhand smoke, a prominent health issue in both countries. There are two major findings. First, regardless of culture, norm appeals ― particularly injunctive but not descriptive norm appeals ― are more effective than threat appeals on behavioral intention. Second, people in an individualistic culture responded more favorably to threat appeals than those in a collectivistic culture, while no clear evidence was found on preference for norm appeals among people in a collectivistic culture. Regression analysis produced no evidence that individual-level cultural orientations of individualism or collectivism would affect the interactive relationship between country-level culture and message appeals for attitude toward ad or behavioral intention.
- URI
- http://scholar.dkyobobook.co.kr/searchDetail.laf?barcode=4050025458065https://repository.hanyang.ac.kr/handle/20.500.11754/102636
- ISSN
- 2005-2618
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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