The Impact of the Intrinsic Construal Level of Unhealthy Behaviors on the Effectiveness of Warning Messages: the Role of Unitosity and Numerosity

Cristobal Barra, University of Chile, Chile
Mitch Murdock, University of South Carolina, USA
This research investigates how unhealthy behaviors highlighted in warning messages can induce different mindsets. Two studies demonstrate that when a warning message highlights a concrete (abstract) unhealthy behavior, framing the message in terms of numbers (units) is more effective. Effects are explained by the potential match with numerosity/unitosity effects.
[ to cite ]:
Cristobal Barra and Mitch Murdock (2015) ,"The Impact of the Intrinsic Construal Level of Unhealthy Behaviors on the Effectiveness of Warning Messages: the Role of Unitosity and Numerosity", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 776-776.