Scholars have long investigated fear appeals as a way to improve persuasive messages, yet we still lack understanding regarding the role of cultural orientation in relation to fear appeals. In the current study, we investigate how individual self-construal influences responses to culturally reflected fear appeals in the context of smoking cessation. Using a 2 (reference type: self-reference versus other-reference) x 2 (smoking cessation program: individual program versus group program) experimental design, this study found that self-construal moderates the effects of reference type on perceived threat and perceived threat to freedom. In addition, main effects of self-construal on perceived threat to freedom and self-efficacy are observed. Theoretical and practical implications of findings are discussed.