Combining message framing and social distance to promote pro-social health behaviors

Laurie Balbo; Florence Jeannot; Justine Estarague

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Combining message framing and social distance to promote pro-social health behaviors

Laurie Balbo, Florence Jeannot et Justine Estarague

31ème Congrès de l’Association Française du Marketing - AFM 2015 (Marrakech, Morocco, 20/05/2015–22/05/2015)

05/2015

Résumé

message framing

social distance

construal levels

health communication

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 répondent), and loss-framed message (lack of benefits from not giving blood), associated with the testimonial of a proximal person (someone of similar age à the répondent), 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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Titre: Combining message framing and social distance to promote pro-social health behaviors
Créateurs - sans rôle: Laurie Balbo - Université de Montpellier, Montpellier Recherche en Management - MRM
Florence Jeannot - Centre d'Etudes et de Recherches Appliquées à la Gestion
Justine Estarague - Université de Montpellier, Montpellier Recherche en Management - MRM
Colloque: 31ème Congrès de l’Association Française du Marketing - AFM 2015 (Marrakech, Morocco, 20/05/2015–22/05/2015)
Identifiants: 9938396309311
Unité académique: Montpellier Recherche en Management - MRM
Langue: English
Type de ressource: Conference proceeding
Champs locaux: hal-02057340