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… Click to show full 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.
               
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