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Reducing Optimistic Bias : From the Perspective of Construal Level Theory

김혁수
한국헬스커뮤니케이션학회 (Korea Health Communication Association)|2022.07|헬스커뮤니케이션연구 (Health Communication Research)|제21권 제1호|pp. 1-56|DOI 10.24172/hcr.2022.21.1.1

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키워드

perceived controlperceived severity지각된 심각성psychological distance해석수준이론심리적 거리감Optimistic biasconstrual level지각된 통제감낙관편향

초록

The current study proposes that construal level can influence one’s positive evaluation of his or her susceptibility to diseases compared with others. A series of experiments was conducted to demonstrate the link between them. In study 1, the effect of psychological distances (temporal and spatial distance) on optimistic bias was found, such that the proximal distance reduced the optimistic bias. In study 2, manipulating the construal level, we founded that the construal level influenced the optimistic bias. Subjects primed to have low construal level reported the reduced optimistic bias compared with those primed to have high construal level. Study 3 was conducted with a 2 (construal level: high vs. low) × 2 (perceived severity: high vs. low) between-subjects factorial design. The moderated mediation analysis discovered that perceived control mediated the two-way interaction effect between construal level and perceived severity on the optimistic bias. Studies 1 and 2 collected data using college students as the sample, and study 3 employed the general adult population to improvethe generalizability of the findings. Theoretical and managerial implications were discussed for researchers and practitioners.

Abstract

The current study proposes that construal level can influence one’s positive evaluation of his or her susceptibility to diseases compared with others. A series of experiments was conducted to demonstrate the link between them. In study 1, the effect of psychological distances (temporal and spatial distance) on optimistic bias was found, such that the proximal distance reduced the optimistic bias. In study 2, manipulating the construal level, we founded that the construal level influenced the optimistic bias. Subjects primed to have low construal level reported the reduced optimistic bias compared with those primed to have high construal level. Study 3 was conducted with a 2 (construal level: high vs. low) × 2 (perceived severity: high vs. low) between-subjects factorial design. The moderated mediation analysis discovered that perceived control mediated the two-way interaction effect between construal level and perceived severity on the optimistic bias. Studies 1 and 2 collected data using college students as the sample, and study 3 employed the general adult population to improvethe generalizability of the findings. Theoretical and managerial implications were discussed for researchers and practitioners.

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