政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/137581

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文筆數/總筆數 : 113648/144635 (79%)
造訪人次 : 51609570 線上人數 : 930

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

政大機構典藏 > 傳播學院 > 期刊論文 > Item 140.119/137581

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/137581

題名:	The role of construal fit in threat appeal to persuade young drivers not to text while driving
作者:	林芝璇 Lin, Jhih-Syuan Lim, Dongjae (Jay) Chung, Un Chae Ko , Youngjee
貢獻者:	傳播學院
關鍵詞:	Social marketing;Advertising;Behavior/attitudes;Message framing;Accident prevention/road safety
日期:	2021-06
上傳時間:	2021-10-27 14:34:07 (UTC+8)
摘要:	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.
關聯:	Journal of Social Marketing
資料類型:	article
顯示於類別:	[傳播學院] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
35.pdf		382Kb	Adobe PDF2	269	檢視/開啟

在政大典藏中所有的資料項目都受到原著作權保護.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

資料載入中.....