This study examines how processing fluency influences people’s behavioral intention to perform a pro-social behavior. In particular, we predict that high processing fluency enhances self-efficacy perception which, in turn, increases behavioral intention to participate in a pro-social campaign. Study 1 tested the proposed effect in the context of a pro-environmental campaign. Results showed that individual’s subjective feeling of processing fluency affects the degree of self-efficacy and intention to engage in recycling behavior. Study 2 replicated study 1 in the context of organ donation. In addition, we manipulated the degree of conceptual fluency by differently pairing message framing (gain vs. loss) and background color (blue vs. red). As predicted, participants exposed to campaign advertising with conceptually matching framing-color pairs (blue—gain framing and red—loss framing) expressed a greater level of self-efficacy than those who were exposed to mismatched pairs. In addition, self-efficacy mediated the influence of the color–framing match on the intention to donate organs. Our research contributes to the existing literature by identifying critical drivers that promote actions toward pro-social campaigns. It also provides useful guidelines for marketers who design and implement pro-social campaign communications.
Background: The older population (≥65 years) has rapidly increased in size in recent years. Among them, the middle-to-oldest-old (≥75 years) tend to have a poor health status. Therefore, subdivision and evaluation of older patients with traumatic injury are required. We focused on the risk of femoral intertrochanteric fractures occurring in older adults due to minor falls and compared young-old and middle-to-oldest-old populations. Methods: The medical records of patients who visited the emergency center due to hip injuries between March 2017 and March 2019 were retrospectively analyzed. Patients were divided into older adult (≥65 years) and non-older (age 18-64 years) groups; the older adult group was subdivided into young-old (65-74 years), middle-old (75-84 years), and oldest-old (≥85 years) groups. This study investigated the occurrence rate of femoral intertrochanteric fractures and related factors. Results: The older adult group had a higher incidence of femoral intertrochanteric fractures than that in the non-older adult group (95.3% vs. 4.7%, p<0.001). However, there was no significant difference between young-old and non-older groups (58.8% vs. 41.2%, p=0.145). Middle-old to oldest-old age and osteoporosis were associated with an increased incidence of femoral intertrochanteric fractures (p<0.001, p=0.004). Conclusion: A higher incidence of femoral intertrochanteric fractures from minor falls was found among middle-old to oldest-old patients compared to that in young-old patients. Therefore, physicians should perform more thorough physical examinations and radiograph reading in middle-old to oldest-old patients even if the patients do not complain of pain.
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