This study explored descriptive norms as a moderator of the impact of construal-level fit between message constuals and social distance on ad attitudes and intentions to perform conservation behaviors, particularly in the context of the “less plastic” campaign. The results showed that distant frames were more effective than proximal frames 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 frames for low-level, concrete messages in the negative descriptive norm condition (i.e. when the majority of people do not engage in conservation behavior). The results of three-way interaction demonstrate the boundary conditions of construal-level fit by highlighting the role of descriptive norms in leading to outcome variables. Theoretical and practical implications of the study are discussed.
Author(s): Sun-Young Park, University of Massachusetts Boston
Saturday March 28, 2020 8:30am - 10:00am CDT
Sorrento Room
