The Moderating Role of Descriptive Norms on Construal-Level Fit: An Examination in the Context of "Less Plastic" Campaigns

This study explored descriptive norms as a moderator of the impact of the fit between construal level and social distance on attitudes toward advertisements and intentions to perform conservation behaviors, particularly in the context of "less plastic" campaigns. The results showed that distant frames were more effective than proximal ones for generating individuals' attitudinal and behavioral responses when they were exposed to high-level, abstract messages in the positive descriptive norm condition (i.e. when the promoted conservation behavior was dominant). On the other hand, distant frames were more persuasive than proximal ones for low-level, concrete messages in the negative descriptive norm condition (i.e. when most people do not engage in conservation behavior). Results of the three-way interaction demonstrated the boundary conditions of construal-level fit by highlighting the role of descriptive norms in leading to the outcome variables. Theoretical and practical implications of the study are discussed.