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Examining imagery and individualism-collectivism in workplace violence prevention.

Robertson-S; Welbourne-J; Scotti-J
ICOH 2002 Oct; :56
This study integrated prior research on imagery and Individualism-Collectivism (IC) by examining the effectiveness of different types of imagery (Self, Collective, None) in workplace violence prevention messages given to members of ethnic groups typically considered Individualistic (Caucasian) and Collectivistic (Asian). It was predicted that messages containing imagery would be more effective at changing attitudes and behavioral intentions than messages without imagery. In addition, an interaction was predicted between the Imagery in the brochure (Self, Collective) and Cultural Orientation (Individualism, Collectivism), such that imagery messages that matched a participant's cultural orientation would be more effective than messages that did not match their orientation. Examining the IC dimension cross-culturally, no significant differences were found, although a number of variations did occur between Asians and Caucasian participants. However, an examination of IC on an individual level showed that when the type of imagery was incongruent with an individual's IC orientation, this caused them to think more about the messages. On the other hand, imagery messages that did match participants' IC orientation elicited more positive attitudes in Individualists and the belief that arguments were more convincing in Collectivists. In addition, imagery processing, overall, produced more positive attitudes and beliefs towards the stimulus.
Workplace-monitoring; Behavioral-tests; Demographic-characteristics; Risk-analysis; Risk-factors; Occupational-hazards; Work-environment
Publication Date
Document Type
Abstract; Conference/Symposia Proceedings
Fiscal Year
NIOSH Division
Priority Area
Research Tools and Approaches: Intervention Effectiveness Research
Source Name
Best Practices in Occupational Safety and Health, Education, Training, and Communication: Ideas That Sizzle, 6th International Conference, Scientific Committee on Education and Training in Occupational Health, ICOH, In Cooperation with The International Communication Network, ICOH, Baltimore, Maryland, USA, October 28-30, 2002
Page last reviewed: May 17, 2019
Content source: National Institute for Occupational Safety and Health Education and Information Division