Comment réduire la distance perçue vis-à-vis d'une cause humanitaire ? L'influence de l'abstraction linguistique et de la valence d'un message

Alice Audrezet () and Gwarlann de KERVILER ()
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Alice Audrezet: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research aims at showing the impact of the level of abstraction and valence of a message on proximity to a humanitarian "cause". We hypothesized and found that a Positive Abstract message leads to more proximity to a humanitarian "cause" compared to a Positive Concrete message while a Negative Concrete message creates more proximity than a Negative Abstract message. Our results extend the findings of the Construal Level Theory (Liberman and Trope, 1998; Trope and Liberman, 2003) and detail how linguistically biased messages impact recipients of such messages. It provides guidelines to managers of organizations supporting humanitarian "causes" to increase the efficiency of their messages.

Keywords: Construal Level Theory; Psychological Distance; Théorie des niveaux de représentation; distance psychologique; abstraction (search for similar items in EconPapers)
Date: 2011-05-18
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00685641v1
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Published in Congrès International de l'Association française de Marketing, May 2011, Bruxelles, Belgique. pp.1-20

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