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

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...

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Bibliographic Details
Published in:Journal of international marketing (East Lansing, Mich.) Mich.), 2006-01, Vol.14 (3), p.115-138
Main Authors: Reardon, James, Miller, Chip, Foubert, Bram, Vida, Irena, Rybina, Liza
Format: Article
Language:English
Subjects:
Adolescents
Advertising campaigns
Advertising research
Anti smoking movements
Cigarette smoking
Cigarettes
Consumer research
Culture
Literature
Market segments
Marketing
Public health
Public service advertising
Smoking
Smoking cessation
Social policy
Studies
Teenagers
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Summary: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.
ISSN:1069-031X
1547-7215
DOI:10.1509/jimk.14.3.115