解释匹配在说服年轻司机开车时不要发短信的威胁吸引力中的作用

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2021-06-16 DOI:10.1108/JSOCM-06-2020-0109
D. Lim, J. Lin, Ungyoung Chung, Young-do Ko
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引用次数: 2

摘要

目的本文旨在研究社交距离匹配和分心驾驶威胁的具体/抽象视觉呈现在活动设计中的效果。设计/方法论/方法本研究进行了一系列2项(社交距离框架:近距离与远距离) × 2(视觉修辞风格:字面与隐喻)基于构念层面理论的网络实验。发现这项研究发现,社交距离和威胁的视觉修辞风格之间的匹配可以增强针对年轻人的社交营销活动的效果。当视觉修辞更具体地描述开车时发短信的威胁时,以社会接近实体为框架的信息对年轻司机的威胁感知和行为意图产生了有利影响。另一方面,当威胁被隐喻化时,信息中距离更远的社会实体表现出更好的影响。独创性/价值本文通过添加视觉修辞风格和社交距离匹配的经验证据,增强了对威胁诉求信息设计的理解。研究结果为社交营销活动提供了理论和实践启示,涉及信息的战略定制,特别是在不鼓励年轻人开车时发短信的公共服务公告中。
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The role of construal fit in threat appeal to persuade young drivers not to text while driving
Purpose This paper aims to investigate the effect of matching social distance and the concrete/abstract visual presentation of the threats of distracted driving in campaign design. Design/methodology/approach This study conducts a series of 2 (social distance frame: close vs distant) × 2 (visual rhetoric style: literal vs metaphorical) online experiments on the perspective of the construal level theory. Findings This study identified that a fit between social distance and visual rhetoric style of the threat enhances the effect of a social marketing campaign targeting young adults. A message framed in terms of socially proximal entities shows a favorable impact on young drivers’ threat perception and behavioral intention when the visual rhetoric depicts the threats of texting while driving more concrete. On the other hand, more distant social entities in the message show a better impact when the threats are visualized in metaphor. Originality/value This paper enhances the understanding of a threat appeal message design by adding empirical evidence of matching visual rhetoric style and social distance. The findings provide theoretical and practical implications for social marketing campaigns, regarding the strategic tailoring of messages, particularly in public service announcements that discourage texting while driving on young adults.
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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