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

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.



Citation:

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.

Authors

Sukki Yoon, Bryant University
Ashok Lalwani, University of Texas, San Antonio
Patrick Vargas, University of Illinois, Urbana-Champaign



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA

Read More

Featured

M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities

Richard Kedzior, Bucknell University

Read More

Featured

What Converts Webpage Visits into Crowdfunding Contributions: Assessing the Role of Circumstantial Information

Lucia Salmonson Guimarães Barros, Universidade Federal de Sao Paulo
César Zucco Jr, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Marcelo Salhab Brogliato, Brazilian School of Public and Business Administration, Brazil

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.