Are Need for Affect and Cognition Culture-Dependent? Implications for Global Public health Campaigns: A Cross-Sectional Study
Abstract Background: Cultural differences in affective and cognitive intrinsic motivations could introduce challenges to global public health campaigns, which use cognitive or affective goals to evoke desired attitudes and proactive health-promoting actions. This study aimed to demonstrate cross-cultural differences in affective and cognitive intrinsic motivations, and discuss the potential value of this information in public health promotion.Methods: A cross-sectional survey, using cross-culturally validated need for affect (NFA) and need for cognition (NFC) scales, was carried out among 1166 Chinese participants and compared to published data from 980 American participants. Additionally, we assessed a highly prevalent symbolic geriatric health condition, hearing loss, in 500 community-dwelling seniors. MANOVA test and Hedge’s g statistic were employed to compare the NFA and NFC levels between individuals from different countries and between seniors with and without hearing loss. The relation of early healthcare seeking intention to NFA and NFC was also explored.Results: The primary Chinese sample demonstrated decreased NFA and NFC in contrast to their American peers. This difference was preserved in the senior sample. Moreover, seniors with hearing loss had even lower NFA and NFC than those without hearing loss. Intention for early healthcare seeking was low but was associated with intrinsic motivation.Conclusions: There was a general lack of affective and cognitive intrinsic motivation in Chinese individuals, particularly in seniors with hearing loss, compared with their American peers. These differences, point to a potential challenge in framing effective messages for some cultures in the geriatric public health domain. Ideally, recognizing and understanding this challenge will inspire consideration of novel persuasive strategies for these audiences.