Scholars have long investigated fear appeals as a way to improve persuasive messages, yet we still lack understanding regarding the role of cultural orientation in relation to fear appeals. In the current study, we investigate how individual self-construal influences responses to culturally reflected fear appeals in the context of smoking cessation. Using a 2 (reference type: self-reference versus other-reference) x 2 (smoking cessation program: individual program versus group program) experimental design, this study found that self-construal moderates the effects of reference type on perceived threat and perceived threat to freedom. In addition, main effects of self-construal on perceived threat to freedom and self-efficacy are observed. Theoretical and practical implications of findings are discussed.

长期以来，学者们一直在研究恐惧诉求，将其作为改善说服性信息的一种方式，但我们仍然缺乏对文化取向与恐惧诉求相关的作用的理解。在目前的研究中，我们调查了在戒烟的背景下，个体自我建构如何影响对文化反映的恐惧诉求的反应。使用 2（参考类型：自我参考与其他参考）x 2（戒烟计划：个人计划与小组计划）实验设计，本研究发现自我构念调节参考类型对感知威胁和感知威胁的影响到自由。此外，还观察到自我构念对感知到的自由和自我效能的威胁的主要影响。讨论了研究结果的理论和实践意义。