A construal level theory approach to health media effects

Reich, Sabine

Dissertation_Sabine Reich.pdf - Published

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URL: https://madoc.bib.uni-mannheim.de/41007
URN: urn:nbn:de:bsz:180-madoc-410071
Document Type: Doctoral dissertation
Year of publication: 2016
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Vorderer, Peter
Date of oral examination: 6 April 2016
Publication language: German and English
Institution: School of Humanities > Medien- und Kommunikationswisseschaft (Vorderer 2010-)
Subject: 150 Psychology
Subject headings (SWD): Gesundheitskommunikation , Wissensrepräsentation , Organspende , Blutspende , Laune , Einstellungsänderung
Individual keywords (German): Gesundheitskommunikation , Stimmung , Blutspende , Organspende , Mentale Repräsentation , Cognitive Representation , Kognitive Repräsentation , Einstellungsänderung
Keywords (English): Health Communication , Construal Level , Mood , Blood Donation , Organ Donation , Mental Representation , Attitude Change
Abstract: How does abstract and concrete thinking about health messages impact the mental representation about a public health issue and the consequent attitudes and knowledge? The dissertation assesses in two studies how situated factors such as mood or construal level, individual preferences for abstract and concrete thinking, and cultural differences due to holistic and central thinking affect the influence of health messages on attitudes and behavioral intentions (i.e., organ or blood donation). The dissertation introduces a new coding procedure for thought listings to measure the concrete or abstract construal level of media users. Results show that individuals in a positive mood (vs. a negative mood) and from a collectivistic cultural background (vs. individualistic) show more positive attitudes, report stronger intentions to act and judge blood donation to be more relevant, partially because the participants showed a more abstract construal of the blood donation message. These results are limited to the non-narrative presentation of information.
Additional information: Sabine.Reich@ijk.hmtm-hannover.de

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