The Role of Culture and Message Framing: Evaluating Hispanic Consumers’ Response to Healthy Eating Appeals

This study investigates the influence of self-construal and culture on brands’ health appeals and findS that Hispanic consumers display identity incongruent attitudes toward healthy eating appeals. The findings of this research integrate message framing, culture, and self-construal theory to explain the process behind these contradictory yet novel effects.


Tessa Garcia-Collart, Nuket Serin, and Jayati Sinha (2019) ,"The Role of Culture and Message Framing: Evaluating Hispanic Consumers’ Response to Healthy Eating Appeals", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 571-574.


Tessa Garcia-Collart, Florida International University, USA
Nuket Serin, Florida International University, USA
Jayati Sinha, Florida International University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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