Abstract
This study explores the moderating role that culture plays on the effects of fear-appeal advertisements on subjects’ message acceptance. Secondly, this study investigates the role of message type in two different cultures (South Korea and the United States). As predicted, culture played as a moderating variable in the process of fear-arousing, antismoking ads. The main difference, however, was found in the collectivistic culture; although no significant difference was found for the individualistic culture. Further, the findings also suggest that the different message strategy should be considered in the different cultures to increase message acceptance among people.
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