Concrete Messages Research Articles

Guiding tourists’ cautious behaviour: the interaction role of goal message framing and construal level message during the public health crisis context

ABSTRACT Crisis communication is crucial for tourists’ safety, few studies have explored the impact of goal message framing and construal level message on tourists’ cautious behaviours in the public health crisis context. This study investigated the interaction effects of goal message framing effects (gain vs. loss) and construal level message (concrete vs. abstract) on tourists’ risk perception and cautious behaviours using two experiments. The findings suggest that the combination of a loss message and a concrete message, as well as the combination of a gain message and an abstract message, can effectively guide tourists’ cautious behaviours. Among these, the amalgamation of loss message framing with a concrete message is more effective and significant. Simultaneously, the persuasive effect of goal message framing and construal level on tourists’ cautious behaviours is mediated through risk perception. The results of this study can have better suggestions and responses for government units and tourism organisations in tourism crisis management.

Closing the Gap: How Psychological Distance Influences Willingness to Engage in Risky COVID Behavior.

Pandemics, and other risk-related contexts, require dynamic changes in behavior as situations develop. Human behavior is influenced by both explicit (cognitive) and implicit (intuitive) factors. In this study, we used psychological distance as a lens to understand what influences our decision-making with regard to risk in the context of COVID-19. This study was based on the rationale that our relational needs are more concrete to us than the risk of the virus. First, we explored the impact of social-psychological distance on participants' risk perceptions and behavioral willingness. As hypothesized, we found that close social relationships of agents promoted willingness to engage in risky behavior. In the second phase, we tested an intervention designed to increase the concreteness of information about virus transmission as a mechanism to mitigate the bias of social influence. We found that the concreteness intervention resulted in significantly reduced willingness to engage in risky behavior. As such, communications aimed at changing the behavior of citizens during times of increased risk or danger should consider conceptually concrete messaging when communicating complex risk, and hence may provide a valuable tool in promoting health-related behavior.

Impact of public information campaign on citizen behaviors: Vignette experimental study on recycling program in South Korea

AbstractThis study uses a vignette‐based survey experiment for recycling programs in Korea to examine how different messages of a public information campaign as a policy instrument affect the attitudes and behaviors of citizens. It tests hypotheses based on construal‐level theory, which suggests that people tend to be more affected by abstract messages under distant psychological conditions and by concrete messages under proximal psychological conditions. In contrast to the conventional assumption of construal‐level theory, this study shows that people appear to be more affected by concrete and specific messages (mundane instructions for “how and what to recycle”) than by abstract messages (a noble vision and goal for “why to recycle”) under both distant and proximal conditions.

The dual lens of authenticity and likability: The effect of cultural familiarity on consumer responses to ethnic foods

Authenticity is crucial in ethnic food perception. However, a conundrum arises when consumers’ cultural familiarity varies: Does authenticity remains a key driver for developing a positive likability perception? This research incorporates two studies to investigates the effect of cultural familiarity levels on the perceived authenticity and likability of ethnic foods, specifically traditional vs. localized ethnic food (Study 1), and the message framings (concrete vs. abstract) for localized ethnic food (Study 2). The study also explores the effects of perceived authenticity and likability on electronic word-of-mouth intention. The findings indicate that traditional ethnic food is perceived as more authentic only by low cultural familiarity participants, while localized ethnic food is more likable. Further, concrete message framing is more likable for those with high cultural familiarity, whereas no significant differences are observed for low cultural familiarity participants. Both studies consistently reveal that perceived authenticity and likability positively affect electronic word-of-mouth intention.

"We Don't Want to Screen for the Sake of Screening": A Qualitative Evaluation of a Social Needs Screening and Referral Intervention in the NICU.

Low uptake of social determinants of health (SDH) screening and referral interventions within neonatal intensive care units (NICUs) is partly due to limited understanding of the best procedures to integrate this practice into routine clinical workflows. To examine the feasibility and acceptability of an SDH screening and referral intervention in the NICU from the perspective of neonatal nurses; and to identify factors affecting implementation outcomes. We conducted 25 semistructured interviews with NICU nurses. We used the Promoting Action on Research Implementation in Health Services (PARiHS) framework to guide interview questions and codebook development for directed content analysis. Themes were mapped onto the 3 PARiHS domains of context, evidence, and facilitation. Analysis yielded 8 themes. Context : Nurses felt that stressors experienced by NICU families are magnified in a safety net environment. Nurses shared varying viewpoints of the roles and responsibilities for social care in the NICU, and feared that scarcity of community resources would make it difficult to address families' needs. Evidence : The intervention was perceived to increase identification of adverse SDH and provision of resources; and to potentially jump-start better caregiver and infant health trajectories. Facilitation : Procedures that improved acceptability included dynamic training and champion support, regular feedback on intervention outcomes, and strategies to reduce stigma and bias. We identified contextual factors, concrete messaging, and training procedures that may inform implementation of SDH screening and referral in NICU settings.

Digital-Free Tourism Intention: The Effects of Message Concreteness and Intervention

Digital-free tourism is an emerging trend that limits tourists' access to information and communication technologies during vacations. However, how to motivate tourists to engage in digital-free tourism is not yet understood. Anchoring on Construal Level Theory and educational intervention, this study examines the effects of message concreteness and intervention type on tourists' intention to take digital-free tourism. Experimental data from 249 respondents showed that when factual intervention was provided, tourists were more likely to engage in digital-free tourism when they received abstract messages instead of concrete messages. Our findings can contribute to the design of promotional messages for digital-free tourism.

Personalisasi Pemasaran Email dalam Meningkatkan Program Loyalitas: Sebuah Konsep Komunikasi Pemasaran

This study aims to examine the interaction between email marketing in the loyalty program by looking at the reactions of program members to emails sent. Email marketing, as part of a marketing strategy plays an important role in achieving maximum profit in business practices. However, how to operate personalized email marketing is a challenge for companies. A good strategy needs to be formed to improve marketing messages that can convince consumers through consumer behavior in loyalty programs. The concept offered is to use theory construal by building goal distance and the appeal of marketing messages (cognitively emotional) in email marketing. This research model uses email campaign samples from Indonesian airline companies taken during the period August - November 2022. The analysis method uses Panel Logit and Binomial Model Regression. The findings explain that there is a reciprocal and significant relationship between the distance of the message and the attractiveness of the message to the loyalty enhancement program. It was concluded that there was a significant relationship when the position of the target distance was at a 'large' level, so that cognitive appeal had a more persuasive impact than emotional appeal; so that an abstract framing message will have a more positive impact that effectively affects the level of achievement of the goal distance compared to a concrete appeal. Research has also found that when members/customers are close to their goals, emotional appeals have a more effective effect than concrete messages.

The COVID‐19 threat and luxury advertising

AbstractThe purpose of this research is to examine how the COVID‐19 pandemic has impacted the luxury goods industry. The authors hypothesize that pandemic threats drive consumers toward luxury consumption to increase their perceptions of control. The article reports results of three experimental studies conducted in the United States. In Study 1, after participants read an article about COVID‐19, they respond favorably to an advertisement for a luxury brand. The comparative control participants read an article about a tofu dish and respond less favorably to the luxury advertisement. Study 2 provides further evidence that perceived control acts as a mediator, while ruling out alternative explanations. Study 3 indicates that threat evokes luxury preferences only when advertisements for both luxury and nonluxury products use abstract messages, as opposed to concrete messages. The findings provide practical insights showing that the most effective advertising strategy for luxury brand managers is to use abstract rather than concrete messages for targeting consumers who feel highly threatened by COVID‐19.

At the moment of disposal: how messaging techniques at university public outdoor waste receptacles can improve the solid waste stream

PurposeThis study aims to test how waste disposal behaviors can be changed such as higher recycling diversion and lower contamination rates using signage and messaging techniques at public outdoor waste receptacles on a university campus.Design/methodology/approachThe experiment took place at five public outdoor receptacle stations, each with a landfill and recycling receptacle, which were located in highly trafficked areas on the University of Florida campus. The study consisted of three phases, each lasting for three weeks. During phase one, no signage and messaging were introduced; during phase two, negative and concrete messaging was placed on signs that stood above the two receptacles; and during phase three, positive and abstract messaging was placed above the receptacles. Waste audits were conducted by separating and weighing the waste.FindingsWith signage and messaging implementation, the recycling diversion rates increased and contamination in the recycling receptacles decreased. However, there was not a consistent decrease in contamination in the landfill receptacles. The study also showed that the negative and concrete messaging was more effective at both increasing diversion rates and decreasing contamination rates at the recycling receptacles.Practical implicationsWaste managers on university campuses need to address the purpose and type of messaging being used at waste receptacles to maximize behavior and/or education outcomes.Originality/valueTo the best of the authors’ knowledge, this study represents the first time waste disposal behaviors have been analyzed and experimented on at public outdoor receptacles on a university campus.

Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption

PurposeThis study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable product. This study examined the underlying mechanism of message authenticity and product sustainability image in this relationship. This study also investigated the boundary condition of product type (utilitarian vs hedonic) in the effect of sustainability message appeal on purchase intention.Design/methodology/approachFour studies were carried out. One field experiment on Facebook and three scenario-based online experiments were conducted to test the proposed relationships.FindingsThis study found that a concrete message appeal results in a higher purchase intention of the promoted product than an abstract message appeal. This effect is a result of message authenticity and product sustainability image. Furthermore, product type moderates the impact of message appeal on behavioral intention via message authenticity and product sustainability image.Research limitations/implicationsThis study contributes to the literature on influencer marketing, sustainability communication and the persuasion process.Practical implicationsThis study’s findings provide insights for greenfluencers and firms that leverage greenfluencers to promote their sustainable products on social media. Specifically, it lays out how the sustainability message should be framed to be persuasive.Originality/valueThis study findings offer novel insights for greenfluencers and firms in developing effective message strategies to promote sustainable products on social media.

DEVELOPMENT OF INTERACTIVE E-MODULES OF ISLAMIC RELIGIOUS EDUCATION FOR CHILDREN/PENGEMBANGAN E-MODUL INTERAKTIF MATA PELAJARAN PENDIDIKAN AGAMA ISLAM PADA ANAK

The development of the field of information and technology is very rapid. The world of education cannot be separated from change. The teaching materials needed are currently in electronic form (e-modules), because they can convey more concrete messages through videos and interactive quizzes, so learning is more fun. The research objective is the development, feasibility and implementation of interactive e-modules for PAI subjects in children.The type of research R and D refers to Borg and Gall: 1) research and information gathering, 2) planning, 3) product development, 4) initial field test, 5) initial product revision, 6) further field test, 7) operational production revision, 8) operational field test and 9) field test. The results showed that the assessments of: 1) material experts 92%, very decent category; 2) 85% of media experts are classified as very decent. Random trials, 39 students in small-scale trials and 166 students in large-scale trials showed, the aspects of use were very interesting, access was very easy, very helpful in learning. The usefulness aspect is very clear, the instructions and presentation of the material are clear. Aspects of presentation of questions and appropriate material. Appearances, interesting practice questions, e-module quizzes are effective and very effective in helping to improve understanding. Thus, this interactive e-module is very feasible and can be implemented as a PAI learning media for children.

The joint influence of the timing and framing of an online upselling message on consumer perceptions: the roles of construal level and reactance

PurposeThe purpose of this study is to investigate the interactive effect of timing and framing of hotel’s upselling message on consumer attitudes toward the message. The mediating role of reactance between the timing of upselling message and consumer attitudes is also explored.Design/methodology/approachA 2 (timing: immediately after the booking vs one week prior to arrival) by 2 (framing: concrete vs abstract) experimental design was used. A total of 250 Chinese consumers were recruited and were randomly exposed to a hotel online upselling scenario. The consumer attitudes and reactance were measured.FindingsWhen the framing of upselling message involves specific room attributes, consumers show more favorable attitudes when receiving the promotion one week prior to arrival (vs immediately after the booking). However, when the framing of upselling message involves price, consumer attitudes do not differ across the time of receiving the promotion. Reactance mediates the effect of message timing on consumer attitudes when the message framing involves specific room attributes.Practical implicationsThis research suggests that hotel managers should offer concrete message framing that includes specific room attributes at the time proximal to consumers’ arrival to increase acceptance of online room upselling. In addition, it is important for hotel managers to take consumers’ reactance into consideration when developing an online upselling strategy.Originality/valueResearch on online hotel room upselling is scant. This study adds to the upselling literature by examining the joint influence of timing and framing of upselling promotions on consumer attitudes toward such messages. Furthermore, this study extends our understanding of the role of reactance in the online upselling process.

Hitting Net-Zero Without Stopping Flying: Increasing Air Travelers’ Likelihood to Opt-in to Voluntary Carbon Offsetting

Voluntary carbon offset (VCO) programs give air travelers opportunities to neutralize their carbon footprint. Despite its potential, few existing studies have explained how to present VCOs that can effectively appeal to the sensibilities of travelers in different conditions. We designed three online experiments with strategies to motivate travelers to opt-in. We found travelers who receive concrete messages that emphasize specific actions are more likely to opt-in to VCOs when flying in the near future. In contrast, travelers receiving abstract messages that emphasize general initiatives are more likely to opt-in to VCOs when flying in the distant future. When travelers are allowed to choose their preferred carbon offset method, they are more likely to opt in, especially when they receive concrete messages that indicate specific actions but not general initiatives. These findings contribute to the aviation carbon offset literature and offer useful new insights for airline companies.

Designing Social Media Fundraising Messages: An Experimental Approach to Understanding How Message Concreteness and Framing Influence Donation Intentions

This experiment examined the effects of fundraising message characteristics on donation intentions through a simulated social media campaign. A 2 (abstract vs. concrete message) × 2 (gain vs. loss framing) between-subjects experiment ( n = 213) revealed that a message with detailed fundraising outcomes elicited a greater intention to donate through heightened perceived message credibility, perceived transparency, cognitive elaboration, and empathy. Gain and loss framing, however, did not result in significant differences in donation intentions. Theoretically, this study uncovered the psychological mechanisms through which message concreteness increases donation intentions. Practically, results of this study provided implications for drafting effective fundraising messages that can be disseminated on social media.

Why SNS Sites Are Using Advertising Models Like You : An Explanation from Construal-Level Theory

Based on the Construal Level Theory, we aim to study a most favorable fit among the advertising model, media type, and message construals, which are important factors in an advertisement. A two (social distance of the ad model in an ad: distal (low similarity) vs proximal (high similarity) by two (social distance of a media type: distal (portal) vs. proximal (SNS)) by two (message construal: abstract vs concrete) laboratory experiment was conducted to examine attitude changes on ad messages. The results show that abstract messages were more effective in attitude toward advertisement and purchase intention under the distal social distance (i.e. advertising model in low-similarity and portal media type) while concrete messages were so under the proximal social distance and SNS media type.

The Moderating Role of Descriptive Norms on Construal-Level Fit: An Examination in the Context of “Less Plastic” Campaigns

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.

Concrete Messages Increase Healthy Eating Preferences.

Public health campaigns utilize messaging to encourage healthy eating. The present experimental study investigated the impact of three components of health messages on preferences for healthy foods. We exposed 1676 online, American study participants to messages that described the gains associated with eating healthy foods or the costs associated with not eating healthy foods. Messages also manipulated the degree to which they included abstract and concrete language and the temporal distance to foreshadowed outcomes. Analysis of variance statistical tests indicated that concrete rather than abstract language increased the frequency of choosing healthy over unhealthy foods when indicating food preferences. However, manipulations of proximity to outcomes and gain rather than loss frame did not affect food preferences. We discuss implications for effective public health campaigns, and economic and social cognitive theories of persuasion, and our data suggest that describing health outcomes in concrete rather than abstract terms may motivate healthier choices.

Manipulating Temporal Cues and Message Concreteness for Deal Communication

Online merchants often use social media to communicate deal messages to directed consumers, but they face the fundamental challenge of how to effectively communicate deal messages to these consumers using that medium. This research seeks to address this challenge by building on the construal level theory to theorize that consumers' purchase intentions in response to the products promoted via social media communication are affected by the concreteness of promotion messages and its interaction with message promotional time and deal expiration time. A between-subject experiment was conducted, and the findings suggest that concrete messages lead to higher purchase intentions. Through interacting message concreteness, message promotional time and deal expiration time, we show that the congruency of a concrete message with either, but not both, temporal cue lead to higher purchase intention. This study thus provides theoretically grounded insights on how to better communicate deal information on microblogging sites.

Can you believe it? The effects of benefit type versus construal level on advertisement credibility and purchase intention for organic food

Green marketers are still looking for guidance which advertising appeal will most effectively convince consumers to buy organic food. Extant research mostly investigated the effectiveness of self-/other-benefit appeals and concrete/abstract framing. However, results are contradicting and only few studies examined these factors in combination. Therefore, we explored within an experimental study (representative German sample, n = 297) whether self-benefit appeals (e.g. health advantages) vs. other-benefit appeals (e.g. environmental benefits) or abstract message framing vs. concrete message framing are more effective in generating green purchase intentions. Furthermore, we investigate potential mediators to explore why certain appeals are better suited than others. Results demonstrate that, based on a higher salience of environmental benefit arguments in consumers’ minds, other-benefits are more effective in increasing green purchase intentions than self-benefits. Besides, concrete, low construal messages are perceived as more credible than abstractly framed messages, but do not generally increase purchase intentions. The effects of benefit type are completely mediated by message credibility and, to a lower extent, perceived product sustainability and perceived product quality. Our results suggest the use of environmental benefit arguments combined with concrete message framing in advertisement messages for organic food products.

Addressing alcohol’s role in campus sexual assault: Prevention educator perspectives

Objective Alcohol use is implicated in 50 to 70% of campus sexual assaults (CSA). Despite research, practice, and policy guidance that campus prevention efforts should address alcohol’s role in CSA, there is limited guidance for prevention educators and administrators on how to actually do so. Participants: Campus-based sexual assault prevention educators (n = 23) were recruited between May and July 2017 from the Campus Advocacy and Prevention Professionals Association (CAPPA) listserv using purposive sampling. Methods: A qualitative study design using a critical feminist participatory action approach was used to conduct in-depth semi-structured phone interviews. Results: Participants described six key steps forward to address alcohol’s role in CSA (a) proactivity; (b) consistency; (c) nuance; (d) equity; and (e) authenticity. Conclusions: To address alcohol’s role in CSA, prevention educators need (a) concrete messaging, (b) evidence-based interventions, and (c) evaluation of campus culture change efforts.