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Effects of Social and Temporal Distance on Health Risk Perception and Message Effectiveness

This study delves into how social and temporal distances impact the perceived risk of health problems and the effectiveness of health messages based on construal level theory and dispositional attributes. It explores the role of self-other distance and outcome valence in health behavior judgments. Additionally, it examines the impact of self-positivity bias and cultural orientations on message effectiveness. Theoretical illustrations depict interactions between these variables to enhance our understanding of health communication strategies.

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Effects of Social and Temporal Distance on Health Risk Perception and Message Effectiveness

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  1. Abstractness High-level construals Dispositional attributes Concreteness Low-level construals Situational attributes Distant objects Proximal objects Figure 1. Theoretical links within Construal Level Theory

  2. Perceived risk of a health problem high Temporal distance every day every year lower Social distance self other Figure 3. Theoretical illustration of the effects of social distance and temporal distance on perceived risk of a health problem.

  3. Evaluations of the health message Perceived risk and severity Behavioral intent high Social Distance self other low outcome valence positive negative Figure 4. Theoretical illustration of the effects of social distance and outcome valence on the effectiveness of a health message

  4. Judgment for advocated health behavior positive Social Distance self other negative outcome valence gain loss Figure 5. Theoretical illustration of the effects of self-positivity bias and outcome valence on judgment for advocated health behavior

  5. Effectiveness of the message high Cultural Orientation independents interdependents low outcome valence gain loss Figure 8. Theoretical illustration of the interaction effect of cultural orientation and outcome valence on the effectiveness of a health message

  6. Effectiveness of the message high Cultural Orientation independents interdependents low outcome valence self other Figure 7. Theoretical illustration of the interaction effect of cultural orientation and social distance on the effectiveness of a health message

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