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

J. Reardon; B. Miller; B.P.J. Foubert; I. Vida; L. Rybina

doi:10.1509/jimk.14.3.115

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

J. Reardon^*, B. Miller, B.P.J. Foubert, I. Vida, L. Rybina

^*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

25 Citations (Web of Science)

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.

Original language	English
Pages (from-to)	115-138
Journal	Journal of International Marketing
Volume	14
Issue number	3
DOIs	https://doi.org/10.1509/jimk.14.3.115
Publication status	Published - 1 Jan 2006

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10.1509/jimk.14.3.115

Cite this

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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.",

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