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Comment réduire la distance perçue vis-à-vis d'une cause humanitaire ? L'influence de l'abstraction linguistique et de la valence d'un message

Author

Listed:
  • Alice Audrezet

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Gwarlann Caffier de Kerviler

    (DRM ERMES - DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

This research aims at showing the impact of the level of abstraction and valence of a message on proximity to a humanitarian "cause". We hypothesized and found that a Positive Abstract message leads to more proximity to a humanitarian "cause" compared to a Positive Concrete message while a Negative Concrete message creates more proximity than a Negative Abstract message. Our results extend the findings of the Construal Level Theory (Liberman and Trope, 1998; Trope and Liberman, 2003) and detail how linguistically biased messages impact recipients of such messages. It provides guidelines to managers of organizations supporting humanitarian "causes" to increase the efficiency of their messages.

Suggested Citation

  • Alice Audrezet & Gwarlann Caffier de Kerviler, 2011. "Comment réduire la distance perçue vis-à-vis d'une cause humanitaire ? L'influence de l'abstraction linguistique et de la valence d'un message," Post-Print halshs-00685641, HAL.
    • Handle: RePEc:hal:journl:halshs-00685641
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00685641
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    References listed on IDEAS

    as
    1. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1981. "Designing Research for Application," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 197-207, September.
    2. C. Derbaix, 1995. "L'impact des réactions affectives induites par les messages publicitaires : Une analyse tenant compte de l'implication," Post-Print hal-02016760, HAL.
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