Message framing and interpersonal orientation at cultural and individual levels: involvement as a moderator

Chingching Chang

On the basis of self-regulatory goals literature, this study predicts that persons with independent and interdependent self-concepts may respond differently to messages with promotion and prevention frames, though the effect may apply only to highly involve persons.

Message framing and interpersonal orientation at cultural and individual levels: involvement as a moderator

Chingching Chang

National Chengchi University

Introduction

Increasing research examines the role of culture in processing persuasive messages. The dimension that has drawn the most attention is individualism versus collectivism. According to Kagitcibasi (1994), the most important way to conceptualise individualism/collectivism is in terms of how people relate to one another. A sense of interpersonal independence and separateness describes individualist cultures, whereas interpersonal relatedness and dependence characterises collectivist cultures (Hofstede 1980; Triandis et al.1988). This sense of interpersonal orientation also shapes variations in independent and...

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