We present a content analysis of 137 public service announcements (PSAs) focused on alcohol-impaired driving that aired nationally on U.S. television between 1987 and 1992. Our findings include the following: 1) Most PSAs were intended to reach an undifferentiated general audience, not necessarily those who are at greatest risk for driving after drinking. 2) Most PSAs were designed to create awareness of the problem of alcohol-impaired driving or to promote individual behavior change. 3) More PSAs were developed on the use of designated drivers than on any other subject. 4) About two-thirds of the PSAs included one or more celebrities who speak directly to the audience. Past media campaigns have tended to ignore the fact that people's behavior is profoundly shaped by their environment, which in turn is shaped by public policy. We recommend that future mass media campaigns against alcohol-impaired driving focus on building support for changes in institutional structures, public policy or law that will motivate, support, and sustain the efforts of individuals to alter their behavior. Television PSAs can play an important but somewhat limited role in support of this effort. Greater emphasis will need to be given instead to media advocacy strategies, including paid radio advertising. We further recommend that the principal organizations concerned about alcohol-impaired driving share their plans and develop a common communications strategy that will advance the public policy agenda proposed by the Surgeon General's Workshop on Drunk Driving.

Whereas prior cultural research has focused on consistency of self-descriptions across contexts, the current 4 studies examined cultural differences in consistency of multiple self-dimensions and did so both across and within different contexts. Supporting predictions, Study 1a found that Asian Americans were less consistent in their self-descriptions across relationship contexts than were European Americans. Yet Study 1b, a short-term longitudinal study, found that Asian Americans' self-descriptions nonetheless showed high consistency within these contexts over time. Together, these findings suggest that for Asian Americans self-concept stability derives from defining the self in "if-then" terms, that is, as variable across relationship contexts but stable within them. In Studies 2a and 2b, parallel consistency effects emerged for 2 core motivational facets of the self-concept: self-view importance and self-enhancement. Moreover, dialectical beliefs mediated the cultural difference in consistency across contexts. Overall, the results demonstrate both the robustness and the boundaries of cultural differences in self-concept consistency as well as the importance of examining multiple forms of stability in the self-concept. Implications for authenticity and well-being are discussed.(c) 2007 APA, all rights reserved

All individuals have multiple views of themselves. Whereas the consistency among the different aspects of identity is emphasized in Western cultures, the "multiple selves" are often viewed as coexisting realities in East Asian cultures. This research revisits the classic thesis in psychology that identity consistency is a prerequisite condition of psychological well-being. Between individuals (Study 1), people with a more consistent self-view had a more clear self-knowledge, were more assertive, and, most notably, had self-experiences that were less affected by the perspectives of others. Compared with North American participants (Study 2), Koreans viewed themselves more flexibly across situations, and their subjective well-being was less predictable from levels of identity consistency. Also, consistent individuals received positive social evaluations from others in the United States but not in Korea.

An expanded protection motivation model was used to investigate the intention to give up smoking. Because smoking has both physiological and social-psychological foundations, the model was expanded to include the social dimensions as well as the original disease dimensions as predictors of health behavior. The participants were 96 current smokers (35 male and 61 female) in Australia; 44 were young adults (age < 22 years), and 52 were adults (age > 34 years). Data were analyzed by multiple regression with hierarchical entry, first of disease dimensions, then of social dimensions. For both the young and the adult smokers, the disease dimensions contributed significantly to the results of the regression equations. Addition of the social dimensions yielded a significant F change only for young smokers and increased the amount of variance explained from 23% to 38%.

Are Americans more individualistic and less collectivistic than members of other groups? The authors summarize plausible psychological implications of individualism-collectivism (IND-COL), meta-analyze cross-national and within-United States IND-COL differences, and review evidence for effects of IND-COL on self-concept, well-being, cognition, and relationality. European Americans were found to be both more individualistic-valuing personal independence more-and less collectivistic-feeling duty to in-groups less-than others. However, European Americans were not more individualistic than African Americans, or Latinos, and not less collectivistic than Japanese or Koreans. Among Asians, only Chinese showed large effects, being both less individualistic and more collectivistic. Moderate IND-COL effects were found on self-concept and relationality, and large effects were found on attribution and cognitive style.

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.

To the extent that cultures vary in how they shape individuals' self-construal, it is important to consider a cultural perspective to understand the role of the self in health persuasion. We review recent research that has adopted a cultural perspective on how to frame health communications to be congruent with important, culturally variant, aspects of the self. Matching features of a health message to approach vs. avoidance orientation and independent vs. interdependent self-construal can lead to greater message acceptance and health behavior change. Discussion centers on the theoretical and applied value of the self as an organizing framework for constructing persuasive health communications.