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http://dx.doi.org/10.13106/jafeb.2022.vol9.no1.0387

The Impact of Regulatory Focus and Self-Construal on Guilt versus Shame Arousals in Health Communications: An Empirical Study from Vietnam  

NGUYEN, Hoang Sinh (School of Business Administration, Ho Chi Minh City Open University)
DOAN, Thi Thu Thao (Graduate School, Ho Chi Minh City Open University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.1, 2022 , pp. 387-397 More about this Journal
Abstract
The purpose of this study is to examine the effects of emotional arousals of guilt versus shame on health message compliance. The study also investigates the moderation impact of two individual factors that have not been studied much in health communications, including regulatory focus and self-construal. This study employs a 2 (guilt versus shame appeals/arousals) between-subjects experiment and a survey to test the conceptual model. The context of the study is binge drinking, and the survey respondents (n = 330) are male university students in Ho Chi Minh City, Vietnam. The results confirm the positive effects of guilt and shame arousals on health message compliance. In addition, the results show moderating effects of the two individual characteristics of regulatory focus and self-construal on the relationships between guilt/shame arousals and health message compliance. The findings of this study have not only theoretical implications but also practical implications in the field of health communications. The insights could help health marketers, policymakers, and health promotion agencies to effectively develop health communications campaigns with more appealing message content (guilt versus shame) and relevant media selection (regulatory focus and self-construal).
Keywords
Guilt; Shame; Message Compliance; Regulatory Focus; Self-Construal;
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Times Cited By KSCI : 4  (Citation Analysis)
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