Does Culture Matter?: A Cross-National Investigation of Women's Responses to Cancer Prevention Campaigns
- Authors
- Han, Kyoo-Hoon; Jo, Samsup
- Issue Date
- Jan-2012
- Publisher
- TAYLOR & FRANCIS INC
- Citation
- HEALTH CARE FOR WOMEN INTERNATIONAL, v.33, no.1, pp 75 - 94
- Pages
- 20
- Journal Title
- HEALTH CARE FOR WOMEN INTERNATIONAL
- Volume
- 33
- Number
- 1
- Start Page
- 75
- End Page
- 94
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/6822
- DOI
- 10.1080/07399332.2011.630117
- ISSN
- 0739-9332
1096-4665
- Abstract
- We examined how culture influences the persuasive effects of health campaigns that promote early screening for cancers that occur in women. Two message dimensions were included: individualistic vs. collectivistic appeal and gain vs. loss frame. A total of 955 females from three countries-the United States, South Korea, and Japan-participated in the experiment. From the results, we found that message framing alone did not significantly influence the effectiveness of public campaigns for women's cancer prevention; and this tendency was similar across the three countries. Gain-framed messages are likely to be more persuasive when combined with a collectivistic appeal, however, whereas loss-framed messages tend to be more effective when combined with an individualistic appeal in both the United States and South Korea; but this result was not the case for Japan. Based on the findings, we suggested theoretical and managerial implications as well as several directions for future research.
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