Comparing virtual reality vs. augmented reality in promoting COVID-19 self-testing, vaccination, and preventive behaviors.

Objective: Virtual Reality (VR) and Augmented Reality (AR) are innovative technologies that can serve as effective tools for creating health interventions by altering psychological distance. Based on construal level theory and the reality-virtuality continuum, we designed, tested, and compared VR and AR campaigns to encourage proactive measures against COVID-19. Methods: 143 participants were randomly assigned to one of three messages: VR, AR, and a CDC video, and completed surveys before, immediately, and one week following message exposure. Results: VR and AR increased preventive intentions and behaviors against COVID-19 both in the short and long run. VR was particularly effective as it also increased risk perceptions, more preventive intentions in the short term, and more preventive behaviors, including social distancing and mask wearing, in the long term. VR was more efficient than AR in enhancing risk perceptions and preventive intentions right after being exposed to the messages as well as promoting behaviors such as avoiding crowds, maintaining social distance from others, and wearing a mask in indoor public areas one week later. Moreover, among the three conditions, VR was the only intervention that generated actual behavior change after one week, which indicated potential long-term advantages of VR compared to other mediums. VR decreased social, spatial, and hypothetical distances to a greater degree than AR. VR was more effective than video. However, AR was not more persuasive than video. Conclusions: Insights gained from the findings extend beyond the pandemic phase, offering practical applications for employing VR and AR technologies in health campaigns.

Exploring perceived learning effectiveness in virtual reality health communication through the lens of construal level theory.

BACKGROUND: Virtual reality is increasingly being used for health communication. This study aimed to propose and test an integrated model of the determinants of perceived learning effectiveness in virtual reality (VR) within health communication. It proposes that psychological distance negatively affects immersion, flow, and presence, positively affecting perceived learning effectiveness. METHODS: The Fuzzy Decision Making Trial and Evaluation Laboratory Method (F-DEMATEL) and structural equation modeling (SEM) were used to test the proposed model. Data for the F-DEMATEL study were collected from 20 participants, whereas data for the SEM study were collected from 1104 participants, with 775 included in the final analysis. RESULTS: The results of the F-DEMATEL study revealed that the three dimensions of psychological distance, emotional distance, spatial distance, and social distance are causal factors. In contrast, temporal, technical, and hypothetical distance are effect factors. The SEM results confirmed the negative effects of psychological distance on flow and presence and the positive effects of immersion and presence on perceived learning effectiveness. In addition, the mediating role of presence was confirmed. CONCLUSIONS: The results suggest that interrelationships among the factors can enhance the perceived learning effectiveness of health communication from VR. The crucial role of ensuring low psychological distance and high engagement in VR communication is also confirmed, providing crucial implications for VR communication practitioners.

Perception of hypotheticality in technology-based business ideas: effects on Opportunity Beliefs from a Construal Level Theory perspective.

This research investigates how entrepreneurs perceive the hypothetical nature of technologies (based on situations that are often imagined or theoretical) as a foundation for entrepreneurial endeavors and how this perception influences the formation of business Opportunity Beliefs. Drawing on the Construal Level Theory, we explore the relationship between the perceived hypotheticality of technologies and Opportunity Beliefs. Two experimental studies are conducted to examine these relationships, with Study 1 (n = 177 entrepreneurs) focusing on the perception of innovative technologies as more distant or hypothetical, and Study 2 (n = 404 entrepreneurs) delving into how the perceived distance to technology influences Opportunity Beliefs. The results indicate that entrepreneurs view more innovative technologies as more hypothetical and that hypotheticality mediates the relationship between the perceived degree of innovation and Opportunity Beliefs. We find evidence that Entrepreneurs tend to view the feasibility and fit/alignment of business opportunities more favorably when they perceive the psychological distance (hypotheticality) of the opportunity as closer rather than more distant. However, the difference this difference is nonsignificant in how they evaluate the desirability of the opportunity in any psychological distance. These results provide insight into the cognitive processes of entrepreneurs and offer implications for understanding how entrepreneurs perceive and evaluate business opportunities.

Consumers' variety-seeking behaviors under time pressure: Based on regulatory focus and excitement levels.

Variety-seeking behavior has received substantial attention in marketing literature. Although various explanations of the causes of variety-seeking explore the influence of consumers' internal psychological characteristics on behavioral decisions, few studies have been conducted on external factors. With the fast pace of modern life and the increasing trend of online shopping, consumers often face time constraints when making purchasing decisions. This study examines the impact of time pressure as a significant external environmental factor on consumers' variety-seeking behavior. A conceptual framework is developed based on construal level theory to uncover the influencing mechanism of time pressure on variety-seeking behavior while also considering the effects of the consumer's personality and emotional state. We conducted two experiments to investigate the moderating effect of regulatory focus from the personality perspective and excitement level from the emotional state perspective. Study 1 found that time pressure significantly affects variety-seeking behavior. Additionally, consumers with prevention regulatory focus tend to exhibit more variety-seeking behavior when not under time pressure. Study 2 supports the main effect and shows that the level of excitement affects the impact of time pressure on variety-seeking behavior. Therefore, this study contributes to the literature on consumer behavior and purchasing decisions by presenting a robust theoretical framework that provides practical insights and implications for enterprise managers.

Goal Length (Short or Long Term) Interacts with Goal Scheduling Strategy (Clock Time or Event Time) for Optimal Achievement.

There are two strategies for scheduling personal goals: (i) clock-time, based on time passage; and (ii) event-time, based on the progress made. Neither strategy is always superior to the other; rather it is necessary to consider the environment and other conditions such as whether the goal is long or short term. We focused on goal lengthas an important factor for determining the best scheduling strategy, hypothesizing that clock-time and event-time strategies would differentially activate higher performance for long-term and short-term goals, respectively. Thus, we conducted a two-part laboratory experiment (Part 1: n = 63, Part 2: n = 86 ) in which we manipulated both goal length and scheduling strategy. Subsequently, we examined the effects of each combination of goal length and scheduling strategy on task performance (i.e., completion of a mathematical problem). Although our two studies were designed identically in most respects, they differed in the number of task problems, task time limits, and question content. Our data supported our hypothesis that clock-time scheduling was optimal for long-term goals while event-time scheduling was optimal for short-term goals.

The Effects of Social Distance and Front-of-Package Claims on Healthy Food Selection: Moderating Role of Perceived Importance of Eating Healthily.

Applying construal level theory, this study examined how social distance (thinking of self/children), front-of-package (FOP) claim type (nutrient/health/control), and perceived importance of eating healthily (low/high) impact consumer responses (attitudes/purchase intent) to healthier food products through an online experiment with 171 U.S. parents from low-to-mid socio-economic households. Participants were randomly assigned to view controlled images of healthier foods with packaging that bore different claim types for real and fictitious brands. Results revealed that when choosing for themselves, consumer attitudes were more positive when the healthier food package carried a nutrient (vs. health) claim, however, control claims received the most positive evaluations. When choosing for children, attitudes were more positive when the package carried a health (vs. nutrient/control) claim. Attitudes toward healthier foods were higher for consumers with high (vs. low) perceived importance of eating healthily when the package bore a nutrient claim, however, their attitudes did not significantly differ when the package bore a health/control claim. Purchase intent for healthier foods was higher for consumers with high (vs. low) perceived importance of healthy eating when shopping for self; whereas, when shopping for children, purchase intent did not significantly differ between consumers who varied in perceived importance of eating healthily.

Seeing far: Abstract construal and visual distance judgments.

construal underlies mental travel. As a result, the human mind associates abstraction and psychological distance, whereby prompting abstract construal begets the inference of psychological distance - in time, social distance, hypotheticality, and physical space. That final distance is the only dimension that can be appraised visually, so would abstract construal impact judgments related to perceived visual distance? Two experiments provide evidence that abstract construal causes targets in the visual field to be judged as physically farther away. Further, the exacerbated sense of distance gives rise to related inferences about those visual targets (size and weight). These results deepen and broaden Construal Level Theory with practical implications for how people reason about the physical properties of objects - including but not limited to their physical distance.

How do online users perceive health risks during public health emergencies? Empirical evidence from China.

Background: The global COVID-19 pandemic has posed a major threat to human life and health, and new media technologies have intensified the spread of risk perception. Purpose: This study aimed to explore the impact of risk information ground on online users' perceived health risks, and further explore the mediating role of psychological distance and the moderating role of self-efficacy. Methods: A total of 25 Internet users from different provinces in China were interviewed in-depth, NVIVO.11 was used to qualitatively analyze the interview text data and construct a theoretical model. A total of 492 interviewees were recruited in order to complete a scenario questionnaire, SPSS-27 was used to perform orthogonal experiments, generate eight combinatorial scenarios, analyze demographic data, and clean and prepare data for testing hypotheses. SmartPLS 3.0 was used to test the conceptual model using the structural equation model (SEM) of the partial least squares (PLS). Results: The analysis of the SEM model shows that all planned hypotheses (Information fluency → Information diagnosability, Information extensibility → Information diagnosability, Information diagnosability → Psychological distance, Platform interactivity → Scenario embeddedness, Network connectivity → Scenario embeddedness, Scenario embeddedness → Psychological distance, Psychological distance → Risk perception, Psychological distance → Self-efficacy → Risk perception, Information fluency → Information diagnosability → Psychological distance → Risk perception, Information extensibility → Information diagnosability → Psychological distance → Risk perception, Platform interactivity → Scenario embeddedness → Psychological distance → Risk perception, Network connectivity → Scenario embeddedness → Psychological distance → Risk perception) are confirmed. Conclusion: This study found that the information ground factors significantly affect online users' perceptions of health risks, psychological distance mediates the effect of information ground factors on risk perception, and self-efficacy negatively moderates the effect of psychological distance on risk perception.

Retrospective future thinking: Keeping distant personal future events mentally close.

By manipulating our basic mode of prospectively thinking about the future, the present study examines the effect of retrospective future thinking on future events imagined as if they had already taken place. Here, 142 young adults were randomly assigned to report five autobiographical future events either prospectively from the perspective of their current self or retrospectively, imagining events from the perspective of their 100-year-old self. Participants indicated the expected age of occurrence and assessed phenomenological characteristics for each event. Results suggest that a shift in future thinking perspective affects the content and temporal distribution of future events. Characteristics of prospective future events diminished with increasing distance, whereas retrospective future events included overall more spatial details and remained high on belief in occurrence, vividness, and rehearsal across life. Retrospective future thinking influences the psychological distance of autobiographical future events, allowing us to hold even distant future events psychologically close.

The effectiveness of self-distanced versus self-immersed reflections among adults: Systematic review and meta-analysis of experimental studies.

Stressor events can be highly emotional and disruptive to our functioning, yet they also present opportunities for learning and growth via self-reflections. Self-distanced reflections in which one reasons about target events in ways that maximise their removal of the current self from the experiential reality are said to facilitate this reflective process. We tested the expectation that self-distanced reflections offer an advantage over self-immersed vistas via a pre-registered systematic review of seven electronic databases (Scopus, Medline, Web of Science, PsycInfo, CINAHL Plus, Embase, and ProQuest Dissertations and Theses Global) to identify experimental tests with adults aged 18-65 years where the focus of the reflection was a stressor or adverse event that participants had already experienced. A three-level, random effects meta-analysis of 25 experiments (N = 2,397, 68 effects) revealed a small-to-moderate advantage of self-distanced reflections (g = 0.19, SE = 0.07, 95% CI [0.05, 0.33]) and were most effective when they targeted a stressor experience that emphasised one's emotional state or lifetime. Nevertheless, our assessment of the overall quality of evidence including risk of bias suggested uncertainty regarding the benefit of this pragmatic self-regulatory tactic and therefore the need for future high-powered, high-quality experiments.

Stressor reflections, sleep, and psychological well-being: A pre-registered experimental test of self-distanced versus self-immersed reflections.

Evidence supports the effectiveness of cuing people to analyse negative autobiographical experiences from self-distanced rather than self-immersed perspectives. However, the evidence on which this expectation resides is limited largely to static snapshots of mean levels of cognitive and emotional factors. Via a pre-registered, randomised controlled trial (N = 257), we examined the differential effectiveness of self-distanced relative to self-immersed reflections on mean levels and within-person variability of sleep duration and quality as well as psychological well-being over a 5-day working week. Except for sleep quality, we found that reflecting from a psychologically distanced perspective, overall, was no more effective for mean levels and within-person variability of sleep duration, well-being, and stress-related factors than when the current self is fully immersed in the experiential reality of the event. We consider several substantive and methodological considerations (e.g., dosage, salience of stressor event) that require interrogation in future research via experimental and longitudinal observational methods.

Gradually or immediately? The effects of ad type and fresh start mindset on health persuasion.

As a necessary means of encouraging individuals to adopt healthy behaviors, improving the persuasiveness of ads related to health has been a major topic of common concern in both academic and practical circles. However, scant attention has been given to how consumers' fresh start mindset (FSM) may influence the effect of ad types on health persuasion. Based on the construal level theory (CLT), the current research investigates the interplay of ad type (progression ad vs. before/after ad) and FSM (weak vs. strong) on the persuasiveness of health ads and the mechanisms underlying it. Across three studies, we demonstrated that progression ads are more effective when consumers have a weak FSM, whereas a before/after ad will be more persuasive when consumers hold a strong FSM. More importantly, consumers' perceived feasibility and desirability drive the interactive effect of ad type and FSM, such that perceived feasibility mediates the positive effect of progression ads on persuasion among consumers with a weaker FSM, while perceived desirability mediates the positive effect of before/after ads on persuasion among consumers with a stronger FSM. Our findings extend the existing literature streams on the fresh start effect, message persuasion, and construal level theory and provide practical insights for health product manufacturers and policymakers concerned about public health.

COVID-19, climate change, and the finite pool of worry in 2019 to 2021 Twitter discussions.

Climate change mitigation has been one of the world's most salient issues for the past three decades. However, global policy attention has been partially diverted to address the COVID-19 pandemic for the past 2 y. Here, we explore the impact of the pandemic on the frequency and content of climate change discussions on Twitter for the period of 2019 to 2021. Consistent with the "finite pool of worry" hypothesis both at the annual level and on a daily basis, a larger number of COVID-19 cases and deaths is associated with a smaller number of "climate change" tweets. Climate change discussion on Twitter decreased, despite 1) a larger Twitter daily active usage in 2020 and 2021, 2) greater coverage of climate change in the traditional media in 2021, 3) a larger number of North Atlantic Ocean hurricanes, and 4) a larger wildland fires area in the United States in 2020 and 2021. Further evidence supporting the finite pool of worry is the significant relationship between daily COVID-19 cases/deaths on the one hand and the public sentiment and emotional content of climate change tweets on the other. In particular, increasing COVID-19 numbers decrease negative sentiment in climate change tweets and the emotions related to worry and anxiety, such as fear and anger.

A neural signature of the vividness of prospective thought is modulated by temporal proximity during intertemporal decision making.

Why do people discount future rewards? Multiple theories in psychology argue that one reason is that future events are imagined less vividly than immediate events, thereby diminishing their perceived value. Here we provide neuroscientific evidence for this proposal. First, we construct a neural signature of the vividness of prospective thought, using an fMRI dataset where the vividness of imagined future events is orthogonal to their valence by design. Then, we apply this neural signature in two additional fMRI datasets, each using a different delay-discounting task, to show that neural measures of vividness decline as rewards are delayed farther into the future.

COVID-19 staycations and the implications for leisure travel.

The COVID-19 pandemic has prompted the re-emergence of staycations to the fore, as many people were forced to spend their vacations at or close to home due to travel restrictions. This phenomenon first went mainstream during the 2008 financial crisis, and has now been further accelerated by the COVID-19 pandemic. This study investigated the growth and practice of staycations during the first two years of the pandemic by analyzing social media and internet search data using Latent Dirichlet Allocation (LDA) topic modeling and Google Trends analytics. Key findings suggest that, while spatially close to home, people tried to achieve a psychological distance away from home. This was demonstrated by a strong global search interest in spending staycations at hotels close to home. The optimal LDA topic model produced 38 topics which were classified under four aggregate dimensions of antecedents, attributes, activities, and consequences of staycations. The findings provide useful insights to managers and policymakers on boosting revenue through this practice, and the role of staycations in promoting leisure activities close to home and sustainable tourism.

Is something out of reach more attractive? The effectiveness of visual distance in computational advertising.

With the development of mobile Internet technology, firms need to complete the entire process of consumer targeting, ad content generation, and ad display in a very short time window. Therefore, computational advertising, such as native ads on social media platforms, has become the mainstream of online advertising with its automation and personalization features. However, computational advertising faces some problems when using artificial intelligence technology to generate content. First, the images should have a significant enough impact on consumers and be easy to adjust to save computational power at the same time; second, the iteration of the computational advertising system relies on consumer behaviors or advertising effectiveness, and firms need to learn the relationship between ad design and consumer behaviors. Under the above two problems, this paper selects visual distance as the main variable, and images can be adjusted by cropping to save computational power. This paper incorporates image design and ad effectiveness metrics into the construal level theory framework, under which the effectiveness metrics can be quickly determined. Following previous studies, we use click-through rate (CTR) to represent the early stage of the sales funnel and a higher construal level and CVR (conversion rate) to represent the later stage of the sales funnel and a lower construal level. Therefore, visually distant images bring distant psychological distance or higher construal level, which can get higher CTR; visually proximate images bring near psychological distance or lower construal level, which can bring higher CVR. These findings suggest that firms can improve the efficiency of their advertising systems and gain more revenue by understanding consumer psychological states.

Employee perception of corporate social responsibility authenticity: A multilevel approach.

Stakeholder interest in the accuracy of Environment Social and Governance (ESG) data and Corporate Social Responsibility (CSR) authenticity has increased, as more companies are disclosing their ESG data. Employees are one of the most important stakeholders of a company, and they have access to more CSR information than other external stakeholders. Employees have a dual role of observing and participating in CSR. Employee perceptions of CSR authenticity play a key role in the positive effects of CSR. In this study, the research model was analyzed through multilevel analysis to contribute to the literature on the mechanism by which CSR affects employees' job attitudes and perceptions of CSR authenticity. First, hypothesis testing confirmed that external CSR is positively associated with employees' perceptions of CSR authenticity. Second, CSR authenticity mediates a positive relationship between external CSR and emotional commitment. As the direct effect of external CSR on emotional commitment was not statistically significant, it could be confirmed that the full mediation relationship was significant through CSR authenticity. This study makes three theoretical contributions to the literature on employees' perceptions of CSR. First, it examines the mechanism of the impact of CSR on employees. By examining the mechanism by which employees recognize and interpret CSR, this study attempts to uncover the black box that CSR affects employees. Second, this study contributes to the literature on CSR authenticity by explaining the mediating role of CSR authenticity in the relationship between CSR and employee job attitudes through construal level theory. Finally, this study contributes to the employee-based CSR literature by analyzing the effect of CSR as an organizational-level variable on emotional commitment as an individual-level variable through multilevel structural equation modeling (MSEM).

Comparisons of Dementia Knowledge and Attitudes among the Youth and Older Adults: Insights from the Construal Level Theory Perspective.

Based on Construal Level Theory (CLT), the youth and older adults have different psychological distances towards dementia that may lead to different dementia knowledge and attitudes. A cross-sectional survey among 239 youth and 62 older adults using a two-step sampling approach in Macao aimed to examine the hypothesis. Results showed older adults had a higher score of dementia knowledge (F(1,299) = 45.692, p <0.001) but a lower score of dementia attitudes (F(1,299) = 161.887, p <0.001) compared to the youth. Age group explained the majority of the variances in the hierarchical multiple regressions for dementia knowledge (R2 = 0.178, F = 9.059, p < 0.001) and for dementia attitudes (R2 = 0.399, F = 24.233, p < 0.001), which are ß = 0.47 and -0.56, respectively. Thus, the hypothesis was supported and revealed an interesting pattern of dementia knowledge and attitudes among the youth and older adults. From the CLT perspective, the study implies that reducing and bridging the psychological distance of dementia would probably be an effective strategy to increase dementia awareness among young people, and intergenerational programs may be a good option to increase community acceptance and support for people with dementia.

The use of direct and indirect speech across psychological distance.

The current study investigated how psychological distance affects people's preference for direct and indirect speech in a narrative task. In three experiments, participants were instructed to first watch a video and then retell what happened in the video to an imagined/anticipated listener. We manipulated social distance (Experiment 1), temporal distance (Experiment 2), and spatial distance (Experiment 3) between participants and the listener. We compared the proportions of direct speech in the narrations from psychologically proximal versus distal conditions. Experiments 1 and 2 showed that social and temporal proximity increased the rates of direct speech. Social and temporal distance, conversely, increased the rates of indirect speech. Experiment 3 did not yield a significant difference in the use of direct and indirect speech between spatially proximal and distal conditions. Taken together, our results indicate that different psychological dimensions might have discrepant effects on people's choices between direct and indirect speech. Possible explanations for the discrepancy among different psychological distance dimensions are discussed.

Distance-construal relationship: Mediating role of perceived control and moderating role of locus of control.

The construal level theory (CLT) has been supported and applied widely in social psychology. Yet, what remains unclear is the mechanism behind it. The authors extend the current literature by hypothesizing that perceived control mediates and locus of control (LOC) moderates the effect of psychological distance on the construal level. Four experimental studies were conducted. The results indicate that individuals perceive low (vs. high) situational control from a psychological distance (vs. proximity), and the resultant control perception influences their motivation in control pursuit, producing a high (vs. low) construal level. Moreover, LOC (i.e., one's chronic control belief) affects an individual's motivation to pursue control and yields a reversal of distance-construal relationship under external (vs. internal) LOC as a result. Overall, this research first identifies perceived control as a closer predictor of construal level, and the findings are expected to help with influencing human behavior by facilitating individuals' construal level via control-related constructs.