The Impact of Receivers' Nationality and Cultural Orientation on the Effects of Fear Appeals in Health Communication

Carel Jansen, Geke van der Kroef
2018 Journal of Intercultural Communication Research  
Participants from the Netherlands (n = 52), China (n = 50), and South Africa (n = 166) either read a self-targeted or a family-targeted fear appeal message about chlamydia. Seven aspects of individual cultural orientation were measured, and six effects of the different messages. Interactions between nationality and target of threat were found on perceived severity, perceived susceptibility, and danger control. Only for perceived susceptibility, a difference in cultural orientation partly
more » ... ation partly explained this interaction. The outcomes add to the doubts about claims in earlier literature about the relevance of receivers' nationality and cultural orientation for developing a fear appeal message. ARTICLE HISTORY he is affiliated with that same university as research fellow in the Language Centre. Carel Jansen has published books and papers on a variety of subjects in the field of communication studies, for instance on comprehensibility issues and on persuasiveness in health communication. For more information, see www.careljansen.nl. Geke van der Kroef (MA) graduated in Communications and Information Studies at the Faculty of Arts at the University of Groningen in the Netherlands. Her master thesis was about fear appeals in health communication. Since 2017 she works as an international recruitment and communication officer in the Faculty of Medical Sciences at the University of Groningen and the University Medical Centre Groningen. Her responsibilities include providing information to prospective bachelor, master and PhD students and creating content for outgoing messages about the Groningen curricula for medical training. ORCID Carel Jansen
doi:10.1080/17475759.2018.1555673 fatcat:zvaecfvqf5gxljrcfom3buf6ea