解释水平理论
事后诸葛亮
感受性
社会心理学
心理学
同余(几何)
医学
内科学
作者
M. Kim Saxton,Helen Colby,Todd Saxton,Vikram Pasumarti
标识
DOI:10.1016/j.jbusres.2023.114436
摘要
We propose that Construal Level Theory (CLT) can be applied to incrementally improve vaccine message receptivity because it impacts a variety of health decisions and complements the constructs of the Health Belief Model. Across three studies, we explore CLT related specifically to the COVID-19 vaccine. First, we analyze Twitter sentiment and find evidence that the vaccine was a high-level construal. Then, we use prospective hindsight to show that higher-level construal dominates the explanations people provide for if they were to get vaccinated in the future. Finally leveraging construal level message congruence, we find a higher-level message is more effective than a lower-level one in increasing willingness to get vaccinated. Taken together, these studies show that a virus vaccine was perceived as a higher-level construal and suggests that future messaging should include both the higher-level 'Why' as well as the lower-level 'How' to get vaccinated.
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