When message-frame fits salient cultural-frame, messages feel more persuasive

Article English OPEN
Uskul, Ayse K. ; Oyserman, Daphna (2010)

The present study examines the persuasive effects of tailored health messages comparing those tailored to match (versus not match) both chronic cultural frame and momentarily salient cultural frame. Evidence from two studies (Study 1: n = 72 European Americans; Study 2: n = 48 Asian Americans) supports the hypothesis that message persuasiveness increases when chronic cultural frame, health message tailoring and momentarily salient cultural frame all match. The hypothesis was tested using a message about health risks of caffeine consumption among individuals prescreened to be regular caffeine consumers. After being primed for individualism, European Americans who read a health message that focused on the personal self were more likely to accept the message–they found it more persuasive, believed they were more at risk and engaged in more message-congruent behaviour. These effects were also found among Asian Americans who were primed for collectivism and who read a health message that focused on relational obligations. The findings point to the importance of investigating the role of situational cues in persuasive effects of health messages and suggest that matching content to primed frame consistent with the chronic frame may be a way to know what to match messages to.
  • References (54)
    54 references, page 1 of 6

    Evans, L., & Petty, R. (2003). Self-guide framing and persuasion: Responsibly increasing message processing to ideal levels. Personality and Social Psychology Bulletin, 29, 313Ð324.

    Fiedler, K., Walther, E., Armbruster, T. Fay, D. & Naumann, U. (1996). Do you really know what you have seen? Intrusion errors and presuppositions effects on constructive memory. Journal of Experimental Social Psychology, 32, 484-511.

    Gardner, W., Gabriel, S., & Lee, A. (1999). "I" value freedom but "we" value relationships: self construal priming mirrors cultural differences in judgment. Psychological Science, 10, 321-326.

    Han, S., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30, 326-350.

    Hardie, E. A., Kashima, E. S., & Pridmore, P. (2005). The influence of relational, individual and collective self-aspects on stress, uplifts and health. Self and Identity, 4, 1-24.

    Harris, P., Mayle, K, Mabbott, L., & Napper, L. (2007). Self-affirmation reduces smokers« defensiveness to graphic on-pack cigarette warning labels. Health Psychology, 26, 437-446.

    Harris, P. R., & Napper, L. (2005). Self-affirmation and the biased processing of threatening health-risk information. Personality and Social Psychology Bulletin, 31, 1250-1263.

    Herek, G., Gillis, J., Glunt, E., Lewis, J., Welton, D., & Capitanio, J. (1998). Culturally sensitive AIDS education videos for African American audiences: effects of source, message, receiver, and context. American Journal of Community Psychology, 26, 705-743.

    Hofstede, G. (1980). CultureÕs consequences. Beverly Hills, CA: Sage.

    Kalichman, S. C. & Coley, B. (1995). Context framing to enhance HIV-antibody-testing messages targeted to African American women. Health Psychology, 14, 247-254.

  • Metrics
    0
    views in OpenAIRE
    0
    views in local repository
    120
    downloads in local repository

    The information is available from the following content providers:

    From Number Of Views Number Of Downloads
    Kent Academic Repository - IRUS-UK 0 120
Share - Bookmark