Antismoking Messages for the International Teenage Segment: The Effectiveness of Message Valence and Intensity across Different Cultures

James Reardon, Chip E. Miller, Bram Foubert, Irena Vida, Liza Rybina

2006

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DOI 10.1509/jimk.14.3.115
Data confidence 70 medium
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Abstract

Based on an experiment among more than 2000 students in nine culturally diverse countries, this article investigates how the cultural characteristic of uncertainty avoidance moderates the impact of valence and intensity on the effectiveness of antismoking messages. The results show that adolescents with high uncertainty avoidance respond more favorably to loss-framed advertisements than to benefit-framed advertisements, whereas the opposite holds for those with low uncertainty avoidance.