This research applied the Trans‐Theoretical Model and the Construal Level Theory to framing messages for blood donation. People can be at different degrees of readiness for blood donation and are, therefore, dispersed into discrete stages of change. These stages of change correspond to varying psychological distances that define the extent to which a person's thinking on the suggested behavior is abstract (high construal level) or concrete (low construal level). Differences in psychological distance thus affect whether individuals focus on how easy it is to donate blood (feasibility) or on why it is important to donate blood (desirability) in the ad message. This research conducted two studies using a 2 (types of message: feasibility vs. desirability—manipulated) × 3 (stages of change: pre‐contemplation vs. contemplation/preparation vs. action/maintenance—measured) between‐subject, randomly assigned factorial design experiment. The results of both studies showed that for individuals in the pre‐contemplation stage, desirability, rather than feasibility, messages were more likely to produce favorable attitudes toward the ad, its sponsoring organization, and blood donation behavior itself, whereas the opposite was true for those in the action/maintenance stage. Those differences were weakened or not observed for those in the contemplation/preparation stage. These patterns of interaction were not replicated for behavioral intention. Collectively, these findings suggest that tailoring a message according to the intended audience's stage of change should promote positive attitudes for blood donation. Meanwhile, future research is needed to bridge the attitude‐behavior gap when it comes to blood donation.

中文翻译：

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亲社会行为的变化阶段方法：定制信息以鼓励献血

这项研究将跨理论模型和建构水平理论应用于为献血建立信息框架。人们对献血的准备程度可能不同，因此，他们会分散到离散的变化阶段。这些变化阶段对应于变化的心理距离，这些心理距离定义了一个人对建议的行为的思考是抽象的（高解释水平）还是具体的（低解释水平）。因此，心理距离的差异会影响个人是否关注献血的容易程度（可行性）或广告消息中献血的重要性（可取性）为何。这项研究使用2（消息类型：可行性vs.期望-操纵）×3（变更阶段：预先思考vs.沉思/准备vs.​​3）进行了两项研究。受试者之间，随机分配的析因设计实验的操作/维护（测量）。两项研究的结果均表明，对于处于沉思阶段的个人，可取性而非可行性是，信息更有可能对广告，其赞助组织和献血行为本身产生有利的态度，而对于广告而言，情况恰恰相反处于行动/维护阶段的人员。对于那些处于沉思/准备阶段的人，这些差异被减弱或没有被观察到。这些交互方式并未出于行为意图而复制。总而言之，这些发现表明，根据目标受众的变化阶段来定制信息应该会促进人们对献血的积极态度。同时，