ABSTRACT This study examines how situational motivation interacts with self-concept when responding to the different messaging strategies regarding a COVID-19 symptom map (CSM). In an online experiment, participants read either an individual-framed message emphasizing the benefits of CSM in enhancing a sense of control and self-reliance during the pandemic, or a community-framed message highlighting the benefits of CSM in protecting local communities. Findings suggested that self-construal, together with situational motivation, moderated the effects of message frames. This study advances strategic communication research by exploring a multi-faceted approach to understanding public perceptions of messaging frames and expanding cultural consideration to individual-level cultural traits that may go beyond demographics.