James Reardon, Chip Miller, Bram Foubert, Irena Vida, and Liza Rybina, (2006). Antismoking Messages for the International Teenage Segment: The Effectiveness of Message Valence and Intensity Across Different Cultures. Journal of International Marketing: Vol. 14, No. 3, pp. 115-138.
doi: 10.1509/jimk.14.3.115

Antismoking Messages for the International Teenage Segment: The Effectiveness of Message Valence and Intensity Across Different Cultures

James Reardon1,

1Professor, Monfort College of Business, University of Northern Colorado.


Chip Miller2,

2Professor, College of Business and Public Administration, Drake University.


Bram Foubert3,

3Assistant professor, Department of Marketing, Faculty of Economics and Business Administration, Maastricht University, Netherlands.


Irena Vida4,

4Chairperson, Department of Marketing, Faculty of Economics, University of Ljubljana, Slovenia.


Liza Rybina5

5Senior lecturer, Department of Management and Marketing, Bang College of Business, KIMEP University, Kazakhstan.




Abstract

Based on an experiment among more than 2000 students in nine culturally diverse countries, this article investigates how the cultural characteristic of uncertainty avoidance moderates the impact of valence and intensity on the effectiveness of antismoking messages. The results show that adolescents with high uncertainty avoidance respond more favorably to loss-framed advertisements than to benefit-framed advertisements, whereas the opposite holds for those with low uncertainty avoidance.

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