Give blood today or save lives tomorrow: Matching decision and message construal level to maximize blood donation intentions
Abstract
The research extends construal theory by testing if a match between the temporal construal framing of a blood donation decision and a blood donation request leads to higher donation intentions than a mismatch. Results show participants considering future donation who read an abstract donation request have significantly higher donation intentions than those who read a concrete request. Conversely, participants considering donating today who read...
Paper Details
Title
Give blood today or save lives tomorrow: Matching decision and message construal level to maximize blood donation intentions
Published Date
Jul 3, 2017
Journal
Volume
34
Issue
3
Pages
175 - 186
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