Promouvoir les comportements de santé pro-sociaux: l'association du cadrage du message et de la distance sociale

Laurie Balbo, Florence Jeannot and Justine Estarague ()
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Laurie Balbo: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Florence Jeannot: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Justine Estarague: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: This research proposes that matching message framing (gains vs losses) and social distance (proximal vs distal) leverage intention to adopt two pro-social health behaviors (blood donation and organs donation). 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 a 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 for organ donation and indicated that consumers' comparative optimism, a self-positivity bias, moderates this match-based effect between message framing and social distance.

Keywords: comportements pro-sociaux; don; cadrage du message; distance sociale; niveau de représentation (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2017, 85, pp.13-27. ⟨10.7193/DM.085.13.27⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02000434

DOI: 10.7193/DM.085.13.27

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