Not Me Or Not Them?: the Role of Culture in Discrepant Effects of Health Communication on Self and Others

Sukki Yoon, Bryant University
Ashok Lalwani, University of Texas, San Antonio
Patrick Vargas, University of Illinois, Urbana-Champaign
We examine the differences on perceived health consciousness of self versus others and the perceived effectiveness of various health related ads on self versus others. Findings suggest that collectivists believe themselves to be less health conscious than others, whereas the opposite is true of individualists. Further, collectivists report themselves to be less influenced than others by health related messages, whereas individualists report the opposite. Implications and avenues for future research are discussed.
[ to cite ]:
Sukki Yoon, Ashok Lalwani, and Patrick Vargas (2008) ,"Not Me Or Not Them?: the Role of Culture in Discrepant Effects of Health Communication on Self and Others", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 737-738.