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The role of the self in responses to health communications: A cultural perspective

Sherman, David K., Uskul, Ayse K., Updegraff, John A. (2011) The role of the self in responses to health communications: A cultural perspective. Self and Identity, 10 (3). pp. 284-294. ISSN 1529-8868. (doi:10.1080/15298868.2010.517029) (KAR id:32389)


To the extent that cultures vary in how they shape individuals' self-construal, it is important to consider a cultural perspective to understand the role of the self in health persuasion. We review recent research that has adopted a cultural perspective on how to frame health communications to be congruent with important, culturally variant, aspects of the self. Matching features of a health message to approach vs. avoidance orientation and independent vs. interdependent self-construal can lead to greater message acceptance and health behavior change. Discussion centers on the theoretical and applied value of the self as an organizing framework for constructing persuasive health communications.

Item Type: Article
DOI/Identification number: 10.1080/15298868.2010.517029
Uncontrolled keywords: Approach/avoidance orientations, Culture, Health communications, Independence/interdependence, Self-affirmation
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 16:27 UTC
Last Modified: 29 May 2019 09:47 UTC
Resource URI: (The current URI for this page, for reference purposes)
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