ABSTRACT

This study explored descriptive norms as a moderator of the impact of the fit between construal level and social distance on attitudes toward advertisements and intentions to perform conservation behaviors, particularly in the context of “less plastic” campaigns. The results showed that distant frames were more effective than proximal ones for generating individuals’ attitudinal and behavioral responses when they were exposed to high-level, abstract messages in the positive descriptive norm condition (i.e. when the promoted conservation behavior was dominant). On the other hand, distant frames were more persuasive than proximal ones for low-level, concrete messages in the negative descriptive norm condition (i.e. when most people do not engage in conservation behavior). Results of the three-way interaction demonstrated the boundary conditions of construal-level fit by highlighting the role of descriptive norms in leading to the outcome variables. Theoretical and practical implications of the study are discussed.

抽象的

这项研究探索了描述性规范，作为调节水平与社会距离之间的契合度对广告态度和进行保护行为的意图的影响的调节剂，特别是在“少用塑料”运动的情况下。结果表明，在正面描述性规范条件下（即，当促进的保护行为占主导地位时），当他们暴露于高层抽象信息时，远距离框架比近端框架更有效地产生个人的态度和行为反应。另一方面，对于负面描述性规范条件下（即，当大多数人不参与保护行为时）的低级，具体信息，远距离框架比近端框架更具说服力。三方互动的结果通过强调描述性规范在导致结果变量中的作用，证明了诠释水平契合的边界条件。讨论了这项研究的理论和实践意义。