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
D. Lim, J. Lin, Ungyoung Chung, Young-do Ko
{"title":"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","authors":"D. Lim, J. Lin, Ungyoung Chung, Young-do Ko","doi":"10.1108/JSOCM-06-2020-0109","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis 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.\n\n\nDesign/methodology/approach\nThis 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.\n\n\nFindings\nThis 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.\n\n\nOriginality/value\nThis 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.\n","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2021-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"The role of construal fit in threat appeal to persuade young drivers not to text while driving\",\"authors\":\"D. Lim, J. Lin, Ungyoung Chung, Young-do Ko\",\"doi\":\"10.1108/JSOCM-06-2020-0109\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nThis 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.\\n\\n\\nDesign/methodology/approach\\nThis 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.\\n\\n\\nFindings\\nThis 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.\\n\\n\\nOriginality/value\\nThis 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.\\n\",\"PeriodicalId\":51732,\"journal\":{\"name\":\"Journal of Social Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.1000,\"publicationDate\":\"2021-06-16\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Social Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/JSOCM-06-2020-0109\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Social Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/JSOCM-06-2020-0109","RegionNum":4,"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: 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。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信