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The role of the self in responses to health communications: A cultural perspective

Sherman, David K and Uskul, Ayse K and Updegraff, John A (2011) 'The role of the self in responses to health communications: A cultural perspective.' Self and Identity, 10 (3). pp. 284-294. ISSN 1529-8868

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To the extent that cultures vary in how they shape individuals' self-construal, it is important to consider a cultural perspective to understand the role of the self in health persuasion. We review recent research that has adopted a cultural perspective on how to frame health communications to be congruent with important, culturally variant, aspects of the self. Matching features of a health message to approach vs. avoidance orientation and independent vs. interdependent self-construal can lead to greater message acceptance and health behavior change. Discussion centers on the theoretical and applied value of the self as an organizing framework for constructing persuasive health communications.

Item Type: Article
Uncontrolled Keywords: Approach/avoidance orientations, Culture, Health communications, Independence/interdependence, Self-affirmation
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculty of Science and Health > Psychology, Department of
Depositing User: Jim Jamieson
Date Deposited: 22 Nov 2011 11:13
Last Modified: 22 Nov 2011 11:13

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