TY - JOUR
T1 - Benefits for Me or Risks for Others
T2 - A Cross-Culture Investigation of the Effects of Message Frames and Cultural Appeals
AU - Yu, Nan
AU - Shen, Fuyuan
PY - 2013/2
Y1 - 2013/2
N2 - This study examined the effects of message frames when they were culturally tailored. Focusing on one aspect of culture-individualism and collectivism-the study discovered some similar patterns across cultures: The effect of message framing in motivating preventive behaviors could be moderated by the cultural values embedded in the messages. Messages focusing on individualistic gains and collectivistic losses successfully increased people's intention to adopt preventive behaviors. Practical and theoretical implications are discussed.
AB - This study examined the effects of message frames when they were culturally tailored. Focusing on one aspect of culture-individualism and collectivism-the study discovered some similar patterns across cultures: The effect of message framing in motivating preventive behaviors could be moderated by the cultural values embedded in the messages. Messages focusing on individualistic gains and collectivistic losses successfully increased people's intention to adopt preventive behaviors. Practical and theoretical implications are discussed.
UR - http://www.scopus.com/inward/record.url?scp=84873624047&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84873624047&partnerID=8YFLogxK
U2 - 10.1080/10410236.2012.662147
DO - 10.1080/10410236.2012.662147
M3 - Article
C2 - 22452627
AN - SCOPUS:84873624047
SN - 1041-0236
VL - 28
SP - 133
EP - 145
JO - Health Communication
JF - Health Communication
IS - 2
ER -