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Reducing Optimistic Bias : From the Perspective of Construal Level Theory

  • Health Communication Research
  • 2022, 21(1), pp.1-56
  • DOI : 10.24172/hcr.2022.21.1.1
  • Publisher : Korea Health Communication Association
  • Research Area : Social Science > Journalism and Broadcasting > Communication
  • Received : May 15, 2022
  • Accepted : July 19, 2022
  • Published : July 31, 2022

Kim Hyuk Soo 1

1경북대학교

Accredited

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.

Citation status

* References for papers published after 2022 are currently being built.