The fit between message framing and social distance: An efficient way to promote pro-social health behaviors

Abstract : This research examines the interplay between message framing (gains vs. losses) and social distance (proximal vs. distal) on intention to adopt two pro-social health behaviors. Experiment 1 revealed that a gain-framed message (benefits of blood donation), associated with the testimonial of a distal person (someone older than the respondent), and loss-framed message (lack of benefits from not giving blood), associated with the testimonial of a proximal person (someone of similar age as the respondent), are the most effective combinations for promoting blood donation. Experiment 2 replicated these results with organ donation and indicated that consumers’ comparative optimism moderates these effects.
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https://hal.umontpellier.fr/hal-02057559
Contributeur : Anthony Herrada <>
Soumis le : mardi 5 mars 2019 - 14:07:08
Dernière modification le : jeudi 6 juin 2019 - 14:41:46

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  • HAL Id : hal-02057559, version 1

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Laurie Balbo, Florence Jeannot, Justine Estarague. The fit between message framing and social distance: An efficient way to promote pro-social health behaviors. 48th Academy of Marketing Conference - AM 2015, Jul 2015, Limerick, Ireland. ⟨hal-02057559⟩

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