Understanding the cultural orientations of fear appeal variables: a cross-cultural comparison of pandemic risk perceptions, efficacy perceptions, and behaviors

To understand the cultural nuances of fear appeal model variables, this study conducted a cross-cultural survey comparing risk perceptions, efficacy perceptions, and behaviors during the 2019-nCoV pandemic in China (N = 425) and in the U.S. (N = 352). Hofstede’s cultural orientations (collectivism, power distance, long-term orientations, and indulgence) were applied to examine variables in the Extended Parallel Process Model (EPPM) (severity, susceptibility, self-efficacy, response efficacy, and compliance behavior). Findings show that, on the individual level, all the fear appeal variables, except for severity, are partially culturally rooted and are associated with at least two of the cultural orientations. On a national level, after controlling for individual and cultural differences, the Chinese sample reported higher severity, susceptibility, and self-efficacy, but lower compliance behaviors than the U.S. sample. No difference was found in response efficacy. Results imply that different fear appeal variables (severity vs. susceptibility, self-efficacy, and response efficacy) may function differently when it comes to their cultural orientations. The study gives suggestions as to how risk communication efforts can be maximized based on each of the fear appeal variables’ relationships with the cultural orientations.