publication . Article . 2009

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

Uskul, Ayse K.; Oyserman, Daphna;
Open Access
  • Published: 25 Feb 2009 Journal: Psychology & Health, volume 25, pages 321-337 (issn: 0887-0446, eissn: 1476-8321, Copyright policy)
  • Publisher: Informa UK Limited
  • Country: United Kingdom
Abstract
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...
Subjects
free text keywords: Applied Psychology, Public Health, Environmental and Occupational Health, Health education, Ethnic group, Situational ethics, Psychotherapist, Collectivism, Health promotion, Persuasion, media_common.quotation_subject, media_common, Psychology, Salient, Social psychology, Health communication, H1
Related Organizations
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