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

On the basis of previous research on self-construals, the theory of reasoned action, and persuasive communication, the authors 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 different information can enhance help-seeking intention across cultures. (Contains 4 tables.)