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Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in different ways based on the...

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Related Experiment Video

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Continuous Theta Burst Stimulation of the Posterior Medial Frontal Cortex to Experimentally Reduce Ideological Threat Responses

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Message framing and defensive processing: a cultural examination.

Deborah M Ko¹, Heejung S Kim

¹Department of Psychology, University of California, Santa Barbara, USA.

Health Communication

|April 15, 2010

Summary

Health messages about safer sex are more effective when focusing on relationships. Personal risk framing can trigger defensiveness, especially in individualistic cultures, impacting persuasion. Self-affirmation can reduce this defensive response.

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Area of Science:

Psychology
Cultural Psychology
Health Communication

Background:

Previous research indicates relational framing in health messages is more persuasive than personal framing.
Theorized mechanism: defensiveness against personal risk framing threatens self-image, particularly in individualistic cultures.

Purpose of the Study:

To investigate cultural differences in the persuasiveness of personal versus relational framing in health messages.
To explore the role of self-image threat and defensiveness in message framing effectiveness across cultures.

Main Methods:

Two studies were conducted. Study 1 compared persuasion effects of personal vs. relational framing across European Americans (individualistic) and Asian Americans (collectivistic). Study 2 examined the impact of self-affirmation on European Americans' responses to personal framing.

Main Results:

European Americans showed less persuasion with personal framing compared to relational framing; this difference was not observed in Asian Americans.
Self-image affirmation eliminated defensive responses to personal framing among European Americans.

Conclusions:

Defensive processes mediate the differential effectiveness of message framing across cultures.
Cultural orientation influences susceptibility to self-threat from personal risk framing in health communication.