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Does Culture Matter?: A Cross-National Investigation of Women's Responses to Cancer Prevention Campaigns

Authors
Han, Kyoo-HoonJo, 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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사회과학대학 (홍보광고학과)
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