초록
This online evaluation study of anti-secondhand smoke messages investigated two related questions. First, to what extent do different message appeals ― norm versus threat ― have differential impacts on people from a predominantly individualistic culture compared to people from a predominantly collectivistic culture? Second, how do country-level and individual-level cultural orientations interact to affect attitudinal outcomes? Using a 2 (Culture: Individualism vs. Collectivism) × 3 (Message Appeals: Descriptive Norm vs. Injunctive Norm vs. Threat) between-subjects design, the study was conducted online among nonsmoking college students in the U.S. and South Korea. Message appeals were tested in ads that oppose secondhand smoke, a prominent health issue in both countries. There are two major findings. First, regardless of culture, norm appeals ― particularly injunctive but not descriptive norm appeals ― are more effective than threat appeals on behavioral intention. Second, people in an individualistic culture responded more favorably to threat appeals than those in a collectivistic culture, while no clear evidence was found on preference for norm appeals among people in a collectivistic culture. Regression analysis produced no evidence that individual-level cultural orientations of individualism or collectivism would affect the interactive relationship between country-level culture and message appeals for attitude toward ad or behavioral intention.
키워드
Antismoking, Culture, Norm appeal, Secondhand smoke, PSA, Threat appeal
참고문헌(79)
-
[학술지] 권혁렬 / 2013 / 광고에 나타난 문화적 가치 유형에 관한 연구 : 도교 사상을 중심으로 / 광고PR실학연구 6 (4) : 7 ~ 31
-
[학술지] 홍문기 / 2013 / 문화적 차이에 따른 AIPD 모델의 상업적 커뮤니케이션 전략방안 연구 / 광고PR실학연구 6 (3) : 83 ~ 117
-
[학술지] Aaker, J. L / 1998 / Empathy versus pride: the influence of emotional appeals across cultures / Journal of Consumer Research 25 : 241 ~ 261
-
[단행본] Aiken, L. S. / 1991 / Multiple regression: testing and interpreting interactions / Sage
-
[학술지] Albers-Miller, N. D / 1996 / Business advertising appeals as a mirror of cultural dimensions: A study of eleven countries / Journal of Advertising 25 (4) : 57 ~ 70
-
[학술지] American Society of Clinical Oncology / 2003 / American society of clinical oncology policy statement update: Tobacco control-reducing cancer incidence and saving lives / Journal of Clinical Oncology 21 (14) : 2777 ~ 2786
-
[학술지] Baek, T. H / 2009 / Online health promotion strategies and appeals in the USA and South Korea: a content analysis of weight-loss websites / Asian Journal of Communication 19 : 18 ~ 38
-
[학술지] Beaudoin, C. E. / 2002 / Exploring antismoking ads: appeals, themes, and consequences / Journal of Health Communication 7 : 123 ~ 137
-
[단행본] Berkowitz, A. D. / 2004 / Changing the culture of college drinking: A socially situated prevention campaign / Hampton Press : 193 ~ 214
-
[학술지] Boster, F. J. / 1984 / Fear-arousing persuasive messages / Communication Yearbook 8 : 330 ~ 375
-
[보고서] Cohen, J / 1988 / Statistical power analysis for the behavioral
-
[인터넷자료] Center for Disease Control and Prevention / Current cigarette smoking among adults-United States, 2005∼2013
-
[인터넷자료] Center for Disease Control and Prevention / Tobacco use: targeting the nation’s leading killer
-
[학술지] Chang, C. / 2009 / Enhancing the effectiveness of antismoking messages via self congruent appeals / Health Communication 24 : 33 ~ 40
-
[인터넷자료] Cho, D / No smoking! The campaign for the prevention of second-hand smoke
-
[학술지] Cialidini, R. B. / 2003 / Crafting normative messages to protect the environment / Current Directions in Psychological Science 12 : 105 ~ 109
-
[학술지] Cialidini, R. B. / 2007 / Descriptive social norms as underappreciated sources of social control / Psychometrika 72 (2) : 263 ~ 268
-
[학술지] Cialdini, R. B. / 1990 / A focus theory of normative conduct: Recycling the concepts of norms to reduce littering in public places / Journal of Personality and Social Psychology 58 : 1015 ~ 1026
-
[단행본] Cohen, J / 1983 / Applied multiple regression/correlation analysis for the behavior sciences / Lawrence Erlbaum Associates
-
[학술지] de Hoog, N. / 2007 / The impact of vulnerability to and severity of a health risk on processing and acceptance of fear-arousing communications: A Meta-analysis / Review of General Psychology 11 : 258 ~ 285
-
[단행본] de Mooij, M. K. / 1998 / Global marketing and advertising, understanding cultural paradoxes / Sage
-
[학술지] Dickinson, S / 2008 / Understanding the emotional and coping responses of adolescent individuals exposed to threat appeals / International Journal of Advertising 27 (2) : 251 ~ 278
-
[학술지] Dillard, J. P / 2001 / Persuasion and the structure of affect: Dual systems and discrete emotions as complementary models / Human Communication Research 27 : 38 ~ 68
-
[단행본] Eagly, A. H / 1993 / The psychology of attitudes / Harcourt Brace Jovanovich College Publishers
-
[학술지] Elek, E. / 2006 / Influences of personal, injunctive, and descriptive norms on early adolescent substance use / Journal of Drug Issues 36 (1) : 147 ~ 172
-
[학술지] Goldman, L. K / 1998 / Evaluation of antismoking advertising campaigns / JAMA 279 (10) : 772 ~ 777
-
[단행본] Hale, J. L / 1995 / Designing health messages: Approaches from communication theory and public health practice / Sage : 65 ~ 80
-
[단행본] Hofstede, G. / 2001 / Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations / Sage
-
[학술지] Homa, D. M. / 2015 / Vital signs: disparities in nonsmokers’ exposure to secondhand smoke: United States, 1999∼2012 / MMWR Morbidity and Mortality Weekly Report 64 (04) : 103 ~ 108
-
[학술지] Hughes, S. C. / 2008 / Secondhand smoke exposure among nonsmoking adults in Seoul, Korea / Asian Pacific Journal of Cancer Prevention 9 : 247 ~ 252
-
[학술지] Kallgren, C. A. / 2000 / A focus theory of normative conduct: When norms do and do not affect behavior / Personality and Social Psychology Bulletin 26 : 1002 ~ 1012
-
[학술지] Kim, S. -H. / 2003 / Stigmatizing smokers: public sentiment toward cigarette smoking and its relationship to smoking behaviors / Journal of Health Communication 8 : 343 ~ 367
-
[학술지] Kikvidze, Z / 2008 / Unexpected failures of recommended tests in basic statistical analyses of ecological data / Web Ecology 8 : 67 ~ 73
-
[학술지] Lally, P. / 2011 / Social norms and diet in adolescents / Appetite 57 : 623 ~ 627
-
[학술지] Lapinski, M. K. / 2007 / The role of group orientation and destructive norms on water conservation attitudes and behaviors / Health Communication 22 : 133 ~ 142
-
[학술지] Lapinski, M. K. / 2015 / Descriptive norms and involvement in health and environmental behaviors / Communication Research
-
[학술지] LaRoche, M. / 2001 / A cross-cultural study of the persuasive effect of fear appeal messages in cigarette advertising: China and Canada / International Journal of Advertising 20 : 297 ~ 317
-
[학술지] 이병관 / 2013 / 지난 40년 간 공포소구 연구의 통합 국내 공포소구 연구에 대한 메타분석 / 한국광고홍보학보 15 (3) : 126 ~ 155
-
[학술지] Lee, H. / 2013 / Impact of norm perceptions and guilt on audience response to antismoking norm PSAs: A case of Korean male smokers / HealthEducation Journal 72 : 503 ~ 511
-
[학술지] MacKenzie, S. B. / 1986 / The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations / Journal of Marketing Research 23 : 130 ~ 143
-
[학술지] Markus, H. R / 1991 / Culture and the self: implications for cognition, emotion, and motivation / Psychological Review 98 : 224 ~ 253
-
[학술지] McCarty, J. A / 2001 / The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior / Journal of Public Policy and Marketing 20 : 93 ~ 104
-
[학술지] Michaelidou, N. / 2008 / The effect of health, cosmetic and social antismoking information themes on adolescents’ beliefs about smoking / International Journal of Advertising 27 (2) : 235 ~ 250
-
[학술지] Mollen, S. / 2010 / What is normative in health communication research on norms? A review and recommendations for future scholarship / Health Communication 25 : 544 ~ 547
-
[단행본] Moscovici, S. / 1985 / Handbook of social psychology: Special fields and application / Random House : 347 ~ 412
-
[학술지] Murray-Johnson, L. / 2001 / Addressing cultural orientations in fear appeals: Promoting aids-protective behaviors among Mexican immigrant and African American adolescents and American and Taiwanese college students / Journal of Health Communication 6 : 335 ~ 358
-
[학술지] Nabi, R. L. / 2003 / Exploring the framing effects of emotion: Do discrete emotions differentially influence information accessibility, information seeking, and policy preference? / Communication Research 30 : 224 ~ 247
-
[인터넷자료] NIH / Secondhand smoke and cancer
-
[인터넷자료] OECD, I / OECD database. OECD Health Data 2013
-
[학술지] O’Keefe, D. / 2003 / Message properties, mediating states, and manipulation checks: Claims, evidence, and data analysis in experimental persuasive message effects research / Communication Theory 13 : 251 ~ 274
-
[학술지] Oppenheimer, L. / 2004 / Perception of individualism and collectivism in Dutch society: a developmental approach / International Journal of Behavioral Development 28 : 336 ~ 346
-
[학술지] Paek, H. -J. / 2009 / Moderating roles of primary social influences in the relationship between adolescent self-reported exposure to antismoking messages and smoking intention / Health Communication 23 : 526 ~ 537
-
[학술지] Paek, H. -J. / 2010 / Content analysis of antismoking videos on YouTube: message sensation value, message appeals, and their relationships with viewer responses / Health Education Research 25 (6) : 1085 ~ 1099
-
[학술지] Paek, H. -J. / 2008 / The contextual effects of gender norms, communication, and social capital on family planning behavior in Uganda: A multi-level approach / Health Education & Behavior 35 : 461 ~ 477
-
[학술지] Paek, H. -J. / 2011 / Not all nutrition claims are perceived equal: Anchoring effects and moderating mechanisms in food advertising / Health Communication 26 : 159 ~ 170
-
[학술지] Paek, H.-J / 2009 / Is on-line health promotion culture-bound? / Journal of Advertising 38 (1) : 35 ~ 47
-
[학술지] Park, H. S. / 2014 / Cultural differences in the role of perceived descriptive norms in behavioral intentions / Communication Research Reports 13 : 14 ~ 22
-
[학술지] Park, H. S / 1999 / The theory of reasoned action and self-construal: Evidence from three cultures / Communication Monographs 66 : 199 ~ 218
-
[학술지] Perkins, H. W. / 2010 / Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign / Addictive Behaviors 35 : 866 ~ 874
-
[학술지] Peters, G. -J. Y. / 2013 / Threatening communication: A critical re-analysis and a revised meta-analytic test of fear appeal theory / Health Psychology Review 7 : S8 ~ S31
-
[학술지] Rimal, R. N. / 2008 / Modeling the relationship between descriptive norms and behaviors: a test and extension of the theory of normative social behavior (TNSB) / Health Communication 23 : 103 ~ 116
-
[학술지] Rimal, R. N / 2005 / How behaviors are influenced by perceived norms: a test of the theory of normative social behavior / Communication Research 32 : 389 ~ 414
-
[학술지] Savani, K. / 2015 / When norms loom larger than the self: Susceptibility of preference-choice consistency to normative influence across cultures / Organizational Behavior and Human Decision Processes 129 : 70 ~ 79
-
[학술지] Schultz, P. W. / 2007 / The constructive, destructive, and reconstructive power of social norms / Psychological Science 18 : 429 ~ 434
-
[학술지] Shteynberg, G. / 2009 / Peering into the 'Magnum Mysterium' of culture:The explanatory power of descriptive norms / Journal of Cross-Cultural Psychology 40 : 46 ~ 69
-
[학술지] Shulman, H. C. / 2012 / Exploring social norms as a group-level phenomenon: Do political participation norms exist and influence political participation on college campuses? / Journal of Communication 62 : 532 ~ 552
-
[학술지] Sigall, H. / 1988 / Measures of independent variables and mediators are useful in social psychology experiments: But are they necessary? / Personality and Social Psychology Review 2 : 218 ~ 226
-
[학술지] Singelis, T. M. / 1994 / The measurement of independent and interdependent self-construals / Personality and Social Psychology Bulletin 20 : 580 ~ 591
-
[학술지] Singelis, T. M. / 1995 / Horizontal and vertical dimensions of individualism and collectivism: a theoretical and measurement refinement / Cross-Cultural Research 29 : 240 ~ 275
-
[학술지] Sivadas, E. / 2008 / A reduced version of the horizontal and vertical individualism and collectivism scale: a four-country assessment / Journal of Business Research 61 (3) : 201 ~ 210
-
[단행본] Smith, T. W. / 2004 / Methods for testing and evaluating survey questionnaires / John Wiley & Sons : 431 ~ 452
-
[학술지] Suh, E. / 1998 / The shifting basis of life satisfaction judgments across cultures: Emotions versus norms / Journal of Personality and Social Psychology 74 : 482 ~ 493
-
[학술지] Triandis, H. C. / 1998 / Converging measurement of horizontal and vertical individualism and collectivism / Journal of Personality and Social Psychology 74 : 118 ~ 128
-
[단행본] van de Vijver, F. J. R. / 1997 / Methods and data analysis of cross-cultural research / Sage
-
[학술지] Werch, C. E. / 2000 / Results of a social norm intervntion to prevent binge drinking among first-year residential college students / Journal of American College Health 49 (2) : 85 ~ 92
-
[학술지] White, K. / 2013 / When do (and don’t) normative appeals influence sustainable consumer behaviors? / Journal of Marketing 77 : 78 ~ 95
-
[학술지] Witte, K. / 2000 / A meta-analysis of fear appeals: Implications for effects public health / Health Education & Behavior 27 : 591 ~ 615
-
[학술지] Witte, K. / 1992 / Putting the fear back into fear appeals: the extended parallel process model / Communication Monograph 59 : 329 ~ 349
-
[학술지] Wolfson, M. / 2009 / College students’ exposure to secondhand smoke / Nicotine & Tobacco Research 11 (8) : 977 ~ 984