Charitable Giving in the Context of Unfamiliar Organizations: The Effectiveness of Construal Level Theory in Predicting Donating Intentions and Antecedents

Bates, Benjamin R.; Sherwani, Shariq I.; Grijalva, Mario J.

doi:10.1080/1041794x.2021.1929434

Cited by 1 publication

(2 citation statements)

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“…Concrete (vs. abstract) messages produced a higher level of e-word of mouth (WOM) among consumers through ad-brand congruency and trust in CSR advertising when their hypothetical distances were high (vs. low). Similar findings were obtained by Bates et al (2021) in a study of charity advertising that aimed to trigger consumers’ intention to donate. Consumers’ donation intentions were high when an advertisement was associated with a concrete (vs. abstract) message and a high (vs. low) hypothetical distance.…”

Section: Literature Reviewsupporting

confidence: 84%

“…Hypothetical distance refers to the psychological distance created by the likelihood of occurrence (Trope & Liberman, 2010). Consistent with temporal, spatial, and social distances, several empirical studies have confirmed that a high (vs. low) likelihood of occurrence is associated with concrete (vs. abstract) messages (Bates et al, 2021;Duan et al, 2022;Youn & Cho, 2022). For example, Youn and Cho (2022) investigated the interaction effect of hypothetical distance (i.e.…”

Section: Construal Level Theory Psychological Distance and Message Fo...mentioning

confidence: 97%

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Effective airbnb advertising during COVID-19 pandemic: Message format and hypothetical distance

Choi

2022

Journal of Vacation Marketing

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Airbnb hosts encounter difficulty in choosing an approach to advertising during unprecedented times caused by the COVID-19 pandemic. This study explores effective Airbnb advertising messages with a particular focus on hypothetical distance based on construal level theory. A 2 (message format: abstract vs. concrete) × 2 (hypothetical distance: low vs. high likelihood of travel) between-subject experiment was conducted. Data collection was conducted in the US during the early phase of the COVID-19 pandemic. The findings revealed that the ‘abstract’ message results in a higher intention to stay when hypothetical distance is ‘low’, whereas the ‘concrete’ message results in a higher intention to stay when hypothetical distance is ‘high’. In addition, the mediating role of message relevance in the relationship between message format and intention to stay was also found. These findings provide meaningful theoretical contributions and have practical implications for tourism and hospitality research.

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Section: Literature Reviewsupporting

confidence: 84%

Section: Construal Level Theory Psychological Distance and Message Fo...mentioning

confidence: 97%

Effective airbnb advertising during COVID-19 pandemic: Message format and hypothetical distance

Choi

2022

Journal of Vacation Marketing

View full text Add to dashboard Cite

show abstract

Charitable Giving in the Context of Unfamiliar Organizations: The Effectiveness of Construal Level Theory in Predicting Donating Intentions and Antecedents

Cited by 1 publication

References 48 publications

Effective airbnb advertising during COVID-19 pandemic: Message format and hypothetical distance

Effective airbnb advertising during COVID-19 pandemic: Message format and hypothetical distance

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