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

Uskul, Ayse K., Oyserman, Daphna (2010) When message-frame fits salient cultural-frame, messages feel more persuasive. Psychology & Health, 25 (3). pp. 321-337. ISSN 0887-0446. (doi:10.1080/08870440902759156) (KAR id:32383)

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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.

Item Type: Article
DOI/Identification number: 10.1080/08870440902759156
Uncontrolled keywords: culture, individualism-collectivism prime, health communication, match, persuasion
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > School of Psychology > Social Psychology
Depositing User: Ayse Uskul
Date Deposited: 06 Dec 2012 16:00 UTC
Last Modified: 01 Feb 2020 04:04 UTC
Resource URI: (The current URI for this page, for reference purposes)
Uskul, Ayse K.:
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