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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/137581

Title:	The role of construal fit in threat appeal to persuade young drivers not to text while driving
Authors:	林芝璇 Lin, Jhih-Syuan Lim, Dongjae (Jay) Chung, Un Chae Ko , Youngjee
Contributors:	傳播學院
Keywords:	Social marketing;Advertising;Behavior/attitudes;Message framing;Accident prevention/road safety
Date:	2021-06
Issue Date:	2021-10-27 14:34:07 (UTC+8)
Abstract:	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.
Relation:	Journal of Social Marketing
Data Type:	article
Appears in Collections:	[傳播學院] 期刊論文

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