Browsing by Author "Saxton, Todd"

Now showing 1 - 4 of 4
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    Small businesses, startups will lead economy after COVID
    (2021) Saxton, M. Kim; Saxton, Todd; Kelley School of Business - Indianapolis
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    To be a great innovator, learn to embrace and thrive in uncertainty
    (2020) Saxton, Todd; Kelley School of Business
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    To be a great innovator, learn to embrace and thrive in uncertainty
    (The Conversation US, Inc., 2020-09-15) Saxton, Todd; Kelley School of Business - Indianapolis
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    Why or How? the impact of Construal-Level Theory on vaccine message receptivity
    (Elsevier, 2024-02) Saxton, M. Kim; Colby, Helen; Saxton, Todd; Pasumarti, Vikram; Kelley School of Business - Indianapolis
    We propose that Construal Level Theory (CLT) can be applied to incrementally improve vaccine message receptivity because it impacts a variety of health decisions and complements the constructs of the Health Belief Model. Across three studies, we explore CLT related specifically to the COVID-19 vaccine. First, we analyze Twitter sentiment and find evidence that the vaccine was a high-level construal. Then, we use prospective hindsight to show that higher-level construal dominates the explanations people provide for if they were to get vaccinated in the future. Finally leveraging construal level message congruence, we find a higher-level message is more effective than a lower-level one in increasing willingness to get vaccinated. Taken together, these studies show that a virus vaccine was perceived as a higher-level construal and suggests that future messaging should include both the higher-level ‘Why’ as well as the lower-level ‘How’ to get vaccinated.