The Impact of Cultural Characteristics and Message Appeals on Attitudes toward Anti-Secondhand Smoke PSAs : Cross-Cultural Comparison

• 영문명: The Impact of Cultural Characteristics and Message Appeals on Attitudes toward Anti-Secondhand Smoke PSAs : Cross-Cultural Comparison
• 발행기관: 한국광고PR실학회
• 저자명: Hye-Jin Paek Hyegyu Lee Thomas Hove
• 간행물 정보: 『광고PR실학연구』제9권 제3호, 219~245쪽, 전체 27쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2016.01.01

영문 초록

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.

목차

Introduction

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Results

Discussion

References

키워드

Antismoking Culture Norm appeal Secondhand smoke PSA Threat appeal