Healthy (In)Congruence: When Hispanic Identity and Self-Framed Messages Increase Healthier Choices

Health appeals to promote wellness and healthful choices can be framed individually or socially (benefit to self/others). Across three studies, the authors identify the influence of self-construal and cultural identity on health appeals and find that Hispanic consumers display identity-incongruent a...

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Bibliographic Details
Published in:Journal of advertising 2020-01, Vol.49 (1), p.98-108
Main Authors: Garcia-Collart, Tessa, Serin, Nuket, Sinha, Jayati
Format: Article
Language:English
Subjects:
Conceptual models
Congruence
Consumers
Cultural factors
Cultural identity
Frame analysis
Health behavior
Healthy food
Perceptions
Selfconstrual
Social response
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Summary:Health appeals to promote wellness and healthful choices can be framed individually or socially (benefit to self/others). Across three studies, the authors identify the influence of self-construal and cultural identity on health appeals and find that Hispanic consumers display identity-incongruent attitudes toward healthy eating appeals. Specifically, the authors show that Hispanics exhibit more positive responses to self-framed versus social-framed healthy eating appeals. Cultural perceptions of healthy eating are highlighted as the underlying mechanism and message framing as moderator of these effects. The findings of this research integrate message framing, cultural identity and self-construal theory as part of the conceptual model to explain the process behind these contradictory yet novel effects.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2019.1689872