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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

Listed author(s):
  • Alice Audrezet


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

  • Gwarlann Caffier de Kerviler


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

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.

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Paper provided by HAL in its series Post-Print with number halshs-00685641.

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Date of creation: 18 May 2011
Publication status: Published in Congrès International de l'Association française de Marketing, May 2011, Bruxelles, Belgique. pp.1-20, 2011
Handle: RePEc:hal:journl:halshs-00685641
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  1. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1981. " Designing Research for Application," Journal of Consumer Research, Oxford University Press, vol. 8(2), pages 197-207, September.
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