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Roles of guilt and culture in normative influence: testing moderated mediation in the anti-secondhand smoking context
- Authors
- Lee, Hyegyu; Paek, Hye-Jin
- Issue Date
- Jan-2014
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- antismoking ad; culture; guilt; secondhand smoke; social norms
- Citation
- PSYCHOLOGY HEALTH & MEDICINE, v.19, no.1, pp.14 - 23
- Indexed
- SCIE
SSCI
SCOPUS
- Journal Title
- PSYCHOLOGY HEALTH & MEDICINE
- Volume
- 19
- Number
- 1
- Start Page
- 14
- End Page
- 23
- ISSN
- 1354-8506
- Abstract
- This study simultaneously explored direct, indirect, and joint effects of types of norm messages, guilt, and culture on smokers' behavioral intentions in the anti-secondhand 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.
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Related Researcher
- Paek, Hye Jin
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)