Construal Level Theory of Mobile Persuasion

Abstract

This article introduces the construal level theory of mobile persuasion. Concepts associated with both construal level theory and mobile technology are articulated through a literature review and synthesized into a series of assumptions that relate specifically to persuasive communication. Eight theoretical propositions are proposed, introducing three message functions: shifting construal level orientation, bridging construal level perception of choice, and traversing psychological distance to choice. We argue that conceptual relationships between the affordances of mobile technology and construal level theory make mobile devices particularly suited to test and implement these propositions. Message success and message resistance are discussed through this framework. We specify the potential to use construal level theory in effective mobile health interventions and propose a research agenda to further apply construal level theory to the process of communication.

The Distance between Us: Using Construal Level Theory to Understand Interpersonal Distance in a Digital Age

“…The studies referred earlier (Lim et al, 2012;Katz and Byrne, 2013;Wilson et al, 2013) make significant contributions to research on the relationship between digital communication and interpersonal distance, demonstrating that construal level theory offers a useful framework for understanding this relationship. Because the papers deal narrowly with digital communication in specific contexts, however, their conclusions do not necessarily apply to digital communication among people in general.…”

“…The design and predictions were derived from construal level theory. Katz and Byrne (2013) used construal level theory for understanding how digitalization affects cognition and behavior, and especially for describing the parameters that influence the effectiveness of persuasive messages delivered through mobile devices. They made a series of propositions for the factors that influence the effectiveness of persuasive messages in a digital context, and how these relate to construal level.…”

“…For instance, the hyperaccessibility associated with mobile phones reduces the felt distance between people who are separated by geographical space (Cummings et al, 2001;Sommer, 2002;Turkle, 2006;Katz and Byrne, 2013). This paper discusses how interpersonal distance, i.e., the perception of separation in space and time that people sense between themselves and others who are significant to them, is influenced by digital communication.…”

“…This framework has already been used to describe the effects of digital communication on particular aspects of human interaction; e.g., persuasion (Katz and Byrne, 2013), social media (Lim et al, 2012), and communication in work teams (Wilson et al, 2013). The contribution that we seek to make here is to apply the aspects of construal level theory to the effects of digital communication upon interpersonal distance upon a broader range of human interaction.…”

“…The following are some selected examples of such studies. Katz and Byrne (2013) pointed to some essential aspects of the use of mobile telephones. They claimed a conceptual connection between the use of digital communication and psychological distance.…”