title: Roles of guilt and culture in normative influence: testing moderated mediation in the anti-secondhand smoking context.
abstract: This study simultaneously explored direct, indirect, and joint effects of types of norm messages, guilt, and culture on smokers' behavioral intentions in the anti-secondhand smoking context. An online study among 310 smoking students in an individualistic (United States) and a collectivistic (Korea) country indicated that (1) norm messages had no conditional indirect effects on behavioral intention, (2) guilt arousal had a strong and direct impact on behavioral intention, and (3) guilt arousal and its impact on behavioral intention were stronger among Korean smokers than among US smokers.
authors.affiliation: a Department of Advertising, Public Relations, and Retailing , College of Communication Arts and Sciences, Michigan State University , East Lansing , MI , USA .
authors.forename: Hyegyu
authors.initials: H
authors.lastname: Lee
authors.forename: Hye-Jin
authors.initials: HJ
authors.lastname: Paek
mesh_terms: D000329:Advertising / Q000379:methods; D003431:Cross-Cultural Comparison; D056911:Democratic People's Republic of Korea; D005163:Factor Analysis, Statistical; D006167:Guilt; D006801:Humans; D033182:Intention; D020407:Internet; D008960:Models, Psychological; D011897:Random Allocation; D012907:Smoking / Q000208:ethnology / Q000523:psychology*; D016540:Smoking Cessation / Q000208:ethnology / Q000523:psychology; D000074606:Smoking Prevention; D012925:Social Conformity; D013334:Students / Q000523:psychology; D014028:Tobacco Smoke Pollution; D014481:United States
chemical_list: D014028:Tobacco Smoke Pollution