Culture and Health Persuasion: Differences between Koreans and Americans

Sukki Yoon, Ashok K. Lalwani, Patrick T. Vargas, Kacy Kim, Charles R. Taylor

Research output: Contribution to journalArticlepeer-review

Abstract

Four studies examined the perceived persuasiveness of pro-and anti-health messages among Koreans and Americans. Results indicated that the perceived effectiveness of messages in the two countries depends on whether a healthy (e.g., anti-smoking) or an unhealthy (pro-smoking) behavior is advocated. In general, Americans believed that they were more persuaded than others by messages advocating healthy behavior, whereas Koreans believed that they were less persuaded than others by such messages. In contrast, Americans believed that they were less persuaded than others by messages advocating unhealthy behavior, whereas this tendency was not found among Koreans. Implications and avenues for future research are discussed.

Original languageEnglish (US)
Pages (from-to)83-101
Number of pages19
JournalJournal of Current Issues and Research in Advertising
Volume42
Issue number1
DOIs
StatePublished - 2021

ASJC Scopus subject areas

  • Marketing

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