Applying the construal level theory to improve oral self-care behavior: A pilot study

Abstract

AimThe present pilot study assesses the possibility of using messages framed under the construal level theory for improving the intentions of brushing, flossing, and visiting the dentist. The theory states that individuals create mental construals about intangible situations; such construals will be abstract or concrete depending on the perceived distance from that situation.Materials and methodsA longitudinal post-test-only quantitative experiment was conducted with 90 participants randomly allocated into three experimental groups, who received information on oral health framed in abstract, abstract with a self-reminder or concrete terms. Measures of intention, attitudes, perceived message cognition value, and past behavior were obtained through an online survey at two different points in time.ResultsContrary to expectations, individuals exposed to the concrete message showed higher intention to brush and to visit the dentist. In general, attitude towards the oral self-care behavior was a good predictor of the intention to perform. Past behavior is a better predictor for intention than message framing and attitudes.ConclusionsThe results of this exploratory research might aid the development of future studies aimed at further understanding the use of the construal level theory in the field of oral self-care. When aiming at changing an oral self-care behavior, it is crucial to understand past behavior. Messages framed under this theory could be successful at improving brushing and visiting the dentist intentions.

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