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'How do you feel about a disease?' The effect of psychological distance towards a disease on health communication

Authors
김동후
Issue Date
Jan-2019
Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Keywords
Construal level theory; temporal distance; advertising effectiveness
Citation
INTERNATIONAL JOURNAL OF ADVERTISING, v.38, no.1, pp 139 - 153
Pages
15
Journal Title
INTERNATIONAL JOURNAL OF ADVERTISING
Volume
38
Number
1
Start Page
139
End Page
153
URI
https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/63783
DOI
10.1080/02650487.2018.1438031
ISSN
0265-0487
1759-3948
Abstract
Based on construal level theory, this research addresses the moderating role of an individual's psychological distance towards a disease in the effectiveness of advertising messages framed by two distinctive construal level terms (high-level and low-level). In Experiment 1, two different disease types (bronchitis/distant disease vs. influenza/proximal disease) were featured, with the result that an advertisement with high-level construal terms was more persuasive for a psychologically distant disease (bronchitis) than for a psychologically proximal disease (flu). The reverse was true for an ad framed with low-level construal terms. To replicate Experiment 1 and further test the hypothesis, in Experiment 2, the perceived distance individuals have towards one disease (cancer) was measured and used as independent variable. Consistent with the results from Experiment 1, the low-level construal messages were more effective under the psychologically close condition than the psychologically distant condition. Reverse was true for the high-level construal messages.
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