Who Is the Person in Need? Combining Message Framing and Social Distance to Promote Pro-Social Health Behaviors
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.
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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 576-577.
Laurie Balbo, Montpellier Business School, France
Florence Jeannot, INSEEC Business School, France
Justine Estarague, Montpellier Business School, France
NA - Advances in Consumer Research Volume 43 | 2015
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