The Effects of Fear Appeal: A Moderating Role of Culture and Message Type

Title
The Effects of Fear Appeal: A Moderating Role of Culture and Message Type
Author(s)
안의진Hwiman Chung[Hwiman Chung]
Issue Date
201308
Citation
Journal of Promotion Management, v.19, no.4, pp.452 - 469
Abstract
This study explores the moderating role that culture plays on the effects of fear-appeal advertisements on subjects' message acceptance. Secondly, this study investigates the role of message type in two different cultures (South Korea and the United States). As predicted, culture played as a moderating variable in the process of fear-arousing, antismoking ads. The main difference, however, was found in the collectivistic culture; although no significant difference was found for the individualistic culture. Further, the findings also suggest that the different message strategy should be considered in the different cultures to increase message acceptance among people. ? 2013 Copyright Taylor and Francis Group, LLC.
URI
http://hdl.handle.net/YU.REPOSITORY/29181http://dx.doi.org/10.1080/10496491.2013.817223
ISSN
1049-6491
Appears in Collections:
문과대학 > 언론정보학과 > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE