The Effect of Normative and Behavioral Persuasion on Help-Seeking in Thai and American College Students

Abstract

Based on previous research on self-construals, the theory of reasoned action, and persuasive communication, we hypothesized that individual, behavioral-focused information would be more effective in increasing help-seeking intention among college students in the United States, whereas relational, normative-focused information would be more effective among college students in Thailand. Results partially supported these predictions suggesting that differing information can enhance help-seeking intention across cultures.