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.



Citation:

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.

Authors

Laurie Balbo, Montpellier Business School, France
Florence Jeannot, INSEEC Business School, France
Justine Estarague, Montpellier Business School, France



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Di$tance

Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough

Read More

Featured

Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More

Featured

I4. Pink Tax: Are Some Marketing Practices Discriminatory?

Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.