Who Is the Person in Need? Combining Message Framing and Social Distance to Promote Pro-Social Health Behaviors

Relying on Construal Level Theory, two experiments show that matching message framing (gains vs. losses) with social distance (proximal vs. distal) leverages intention towards two pro-social health behaviors (study1: blood donation; study 2: organs donation). Study 2 also indicates that consumers' comparative optimism (a self-positivity bias) moderates this match-based effect