Abstract vs. Concrete Messages: Reassessing the Impact of Construal Level on Prosocial Behavior

Benjamin Sheehan () and Pramodhya Dissanayake
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Benjamin Sheehan: IUJ Research Institute, International University of Japan

No EMS_2026_05, Working Papers from Research Institute, International University of Japan

Abstract: Construal level theory suggests that abstract versus concrete messages can influence prosocial behavior. However, results from the empirical literature remain inconclusive. This paper examines the effect of seven different sets of concrete vs. abstract messages upon prosocial behavior. This was done while holding the message context, sample characteristics, and measurement constant. The results suggest the impacts of message abstraction on attitudes, behavioral intent, and message involvement are small and vary in direction. Three of the seven studies show statistically significant differences, but an optimal framing approach does not emerge. A pooled analysis suggests no overall effect. These findings suggest that construal level effects in prosocial contexts may be sensitive to the specific way in which abstraction is operationalized.

Keywords: Construal level theory; Prosocial behavior; Message framing; Abstract vs. concrete messages (search for similar items in EconPapers)
Pages: 25 pages
Date: 2026-05
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