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

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, CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
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 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.

Keywords: message framing; social distance; construal levels; health communication (search for similar items in EconPapers)
Date: 2015-07-07
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Citations: View citations in EconPapers (1)

Published in 48th Academy of Marketing Conference - AM 2015, Jul 2015, Limerick, Ireland

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02057559

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