Benefits for Me or Risks for Others: A Cross-Culture Investigation of the Effects of Message Frames and Cultural Appeals

Nan Yu, Fuyuan Shen

Research output: Contribution to journalArticle

13 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)133-145
Number of pages13
JournalHealth Communication
Volume28
Issue number2
DOIs
StatePublished - Feb 1 2013

All Science Journal Classification (ASJC) codes

  • Health(social science)
  • Communication

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