title: Does culture matter?: a cross-national investigation of women's responses to cancer prevention campaigns.
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.
authors.affiliation: Department of Communication, Sookmyung Women's University, Seoul, South Korea. hanque@sm.ac.kr
authors.forename: Kyoo-Hoon
authors.initials: KH
authors.lastname: Han
authors.forename: Samsup
authors.initials: S
authors.lastname: Jo
mesh_terms: D000328:Adult; D001294:Attitude to Health / Q000208:ethnology*; D003431:Cross-Cultural Comparison; D055088:Early Detection of Cancer / Q000706:statistics & numerical data*; D005260:Female; D015438:Health Behavior / Q000208:ethnology*; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007564:Japan; D008403:Mass Screening / Q000523:psychology / Q000706:statistics & numerical data*; D008875:Middle Aged; D010342:Patient Acceptance of Health Care / Q000523:psychology / Q000706:statistics & numerical data*; D056910:Republic of Korea; D014481:United States; D016387:Women's Health