Earticle

초록

영어

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

Abstract
 Introduction
  Secondhand smoke issue in the U.S. andSouth Korea
  Types of message appeal: Norm and threat
  Differential impact of message appeals by cultural characteristics
 Methods
  Data/Research Design
  Sample and Procedure
  Stimuli
  Measures
  Analytic Strategy
 Results
  Assumption Check
  Research Question/Hypothesis Testing
 Discussion
  Explanations of Findings
  Limitations and Suggestions for Future Research
 References
 국문초록

키워드

저자

• Hye-Jin Paek [ 백혜진 | Associate Professor, Department of Advertising & Public Relations, Hanyang University ]
• Hyegyu Lee [ 이혜규 | School of Management and Economics, Handong University ]
• Thomas Hove [ Professor, Department of Advertising & Public Relations, Hanyang University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  광고PR실학연구 [Journal of Practical Research in Advertising and Public Relations]

• 간기

  계간

• pISSN

  2005-2618

• 수록기간

  2008~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 659