Psychology, Health & Medicine
Publication details, including instructions for authors and
subscription information:
http://www.tandfonline.com/loi/cphm20
Roles of guilt and culture in normative influence: testing moderated mediation in the anti-secondhand smoking
context
Hyegyu Leea & Hye-Jin Paek
This study simultaneously explored direct, indirect, and joint effects of types of
norm messages, guilt, and culture on smokers’ behavioral intentions in the antisecondhand
smoking context. An online study among 310 smoking students in an
individualistic (United States) and a collectivistic (Korea) country indicated that (1)
norm messages had no conditional indirect effects on behavioral intention, (2) guilt
arousal had a strong and direct impact on behavioral intention, and (3) guilt arousal
and its impact on behavioral intention were stronger among Korean smokers than
among US smokers.
Keywords: antismoking ad; culture; guilt; secondhand smoke; social norms
No comments:
Post a Comment