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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

  • Alice Audrezet

    ()

    (DRM - Dauphine Recherches en Management - CNRS - Université Paris IX - Paris Dauphine)

  • Gwarlann Caffier de Kerviler

    ()

    (DRM ERMES - DRM - Dauphine Recherches en Management - CNRS - Université Paris IX - Paris Dauphine)

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    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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    Date of creation: 18 May 2011
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    Handle: RePEc:hal:journl:halshs-00685641
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/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, University of Chicago Press, vol. 8(2), pages 197-207, September.
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