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Coping and Construal Level Matching Drives Health Message Effectiveness viaResponse Efficacy or Self-Efficacy Enhancement

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  • DaHee Han
  • Adam Duhachek
  • Nidhi Agrawal

Abstract

Five experiments examine the nature of different coping strategies and their subsequenteffects on the effectiveness of health messages. We theorize that the two strategies ofproblem-focused versus emotion-focused coping are systematically associated with distinctconstrual levels (lower vs. higher), and thus messages cast at different levels ofconstrual are differentially effective when a particular coping strategy is beingactivated. Specifically, we demonstrate that consumers primed with problem-focusedstrategies are more persuaded by messages presented at lower levels of construal, whereasconsumers primed with emotion-focused strategies are more persuaded by messages presentedat higher levels of construal. In addition, we posit that matching with each differenttype of coping strategy (problem-focused vs. emotion-focused coping) is driven by distincttypes of efficacy processes. In particular, we demonstrate that the effects of a matchwith problem-focused coping are driven by self-efficacy, and the effects of a match withemotion-focused coping are driven by response efficacy. These findings make a significantcontribution by building bridges between three theoretical traditions: coping, construallevel, and efficacy in the context of health messaging.

Suggested Citation

  • DaHee Han & Adam Duhachek & Nidhi Agrawal, 2016. "Coping and Construal Level Matching Drives Health Message Effectiveness viaResponse Efficacy or Self-Efficacy Enhancement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 429-447.
    • Handle: RePEc:oup:jconrs:v:43:y:2016:i:3:p:429-447.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucw036
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    Cited by:

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    3. Lili Wang & Maferima Touré-Tillery & Ann L. McGill, 2023. "The effect of disease anthropomorphism on compliance with health recommendations," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 266-285, March.
    4. Veronica L. Thomas & Hooman Mirahmad & Grace Kemper, 2022. "The role of response efficacy and risk aversion in promoting compliance during crisis," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(4), pages 1454-1474, December.
    5. repec:oup:jconrs:v:49:y:2023:i:5:p:926-939. is not listed on IDEAS
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    8. Herter, Márcia Maurer & Borges, Adilson & Pinto, Diego Costa, 2021. "Which emotions make you healthier? The effects of sadness, embarrassment, and construal level on healthy behaviors," Journal of Business Research, Elsevier, vol. 130(C), pages 147-158.
    9. Rachel Esther Lim & Wei‐Na Lee, 2023. "Communicating corporate social responsibility: How fit, specificity, and cognitive fluency drive consumer skepticism and response," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 955-967, March.
    10. Siyun Chen & Haiying Wei, 2023. "Linking Temporal Landmarks to Voluntary Simplicity: The Mediating Roles of Self-Transcendence and Self-Enhancement," Journal of Business Ethics, Springer, vol. 188(4), pages 693-708, December.
    11. Davlembayeva, Dinara & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Sharing economy platforms: An equity theory perspective on reciprocity and commitment," Journal of Business Research, Elsevier, vol. 127(C), pages 151-166.
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    14. Khalil, Mary & Northey, Gavin & Septianto, Felix & Lang, Bodo, 2022. "Hopefully that’s not wasted! The role of hope for reducing food waste," Journal of Business Research, Elsevier, vol. 147(C), pages 59-70.
    15. Qing Li & Haiying Wei & Daniel Laufer, 2019. "How to Make an Industry Sustainable during an Industry Product Harm Crisis: The Role of a Consumer’s Sense of Control," Sustainability, MDPI, vol. 11(11), pages 1-15, May.
    16. Hai Lan & Xiaofei Tang & Yong Ye & Huiqin Zhang, 2024. "Abstract or concrete? The effects of language style and service context on continuous usage intention for AI voice assistants," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    17. Siyun Chen & Yaxuan Ran, 2024. "A silver lining of the epidemic: how contagious disease salience leads to minimalistic consumption," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(9), pages 24339-24357, September.

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