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 journalArticle

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)
JournalJournal of Current Issues and Research in Advertising
DOIs
StateAccepted/In press - Jan 1 2020

ASJC Scopus subject areas

  • Marketing

Fingerprint Dive into the research topics of 'Culture and Health Persuasion: Differences between Koreans and Americans'. Together they form a unique fingerprint.

  • Cite this