Abstract This study examines the moderating effects of self-construal and personal cultural orientation on the relationships between guilt and shame appeals and health message compliance. Binge drinking is chosen as the health issue for this study and a between-subjects experiment (n = 301) was conducted to test the model. The study makes several contributions to the literature of communications using guilt and shame appeals by exploring conditions under which such appeals are more effective. The main effect of self-construal on guilt/shame arousals was found, but no interactive effect with referencing or sources of evaluation. The effect of personal cultural orientation, which has been under-researched in the guilt and shame emotions, on message compliance supported an interactive effect with emotion type. Novelly, the methodological value of this research is in the study of response/emotional arousal from the stimulus, not the stimulus/appeal itself.

中文翻译：

---

内和羞耻对健康传播的吸引力：自我建构和个人文化取向的调节作用

摘要本研究探讨自我建构和个人文化取向对内感和羞耻感以及健康信息依从性之间关系的调节作用。选择暴饮酒作为本研究的健康问题，并进行了受试者间实验（n = 301）以测试该模型。该研究通过探索在哪些情况下更有效地运用内。感和羞耻感，为传播文学做出了一些贡献。发现自我建构对内/羞耻觉醒的主要影响，但与参考或评估来源无交互作用。在罪恶感和羞耻情绪中尚未得到研究的个人文化取向对消息依从性的影响支持了一种与情绪类型的交互作用。新颖地