{"title":"Influencing optimistic bias: Moderating roles of perceived severity and proximity","authors":"Hyuksoo Kim, YoungAh Lee","doi":"10.1002/cb.2307","DOIUrl":null,"url":null,"abstract":"<p>Previous studies showed that optimistic bias is an important concept to influence individuals' health-related behaviors. The current web-based experimental study proposes that perceived susceptibility, perceived severity, proximity and perceived control are factors that influence one's optimistic bias. Optimistic bias was reduced when participants perceived high susceptibility because their perceived control decreased. Further, moderated moderated-mediation analysis revealed the moderating role of (1) perceived severity between perceived susceptibility and perceived control and (2) proximity between perceived control and optimistic bias. The analyses of interaction effects empirically demonstrated that the effect of perceived susceptibility and perceived control on optimistic bias are contingent upon perceived severity and proximity. Theoretical and practical implications were discussed.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2024-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/cb.2307","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Previous studies showed that optimistic bias is an important concept to influence individuals' health-related behaviors. The current web-based experimental study proposes that perceived susceptibility, perceived severity, proximity and perceived control are factors that influence one's optimistic bias. Optimistic bias was reduced when participants perceived high susceptibility because their perceived control decreased. Further, moderated moderated-mediation analysis revealed the moderating role of (1) perceived severity between perceived susceptibility and perceived control and (2) proximity between perceived control and optimistic bias. The analyses of interaction effects empirically demonstrated that the effect of perceived susceptibility and perceived control on optimistic bias are contingent upon perceived severity and proximity. Theoretical and practical implications were discussed.
期刊介绍:
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.