Who Is the Person in Need? Combining Message Framing and Social Distance to Promote Pro-Social Health Behaviors

Laurie Balbo, Montpellier Business School, France
Florence Jeannot, INSEEC Business School, France
Justine Estarague, Montpellier Business School, France
Relying on Construal Level Theory, two experiments show that matching message framing (gains vs. losses) with social distance (proximal vs. distal) leverages intention towards two pro-social health behaviors (study1: blood donation; study 2: organs donation). Study 2 also indicates that consumers’ comparative optimism (a self-positivity bias) moderates this match-based effect.
[ to cite ]:
Laurie Balbo, Florence Jeannot, and Justine Estarague (2015) ,"Who Is the Person in Need? Combining Message Framing and Social Distance to Promote Pro-Social Health Behaviors", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 576-577.