Construal Matching in Online Search: Applying Text Analysis to Illuminate the Consumer Decision Journey

Abstract

As consumers move through their decision journey, they adopt different goals (e.g., transactional vs. informational). In this research, the authors propose that consumer goals can be detected through textual analysis of online search queries and that both marketers and consumers can benefit when paid search results and advertisements match consumer search–related goals. In bridging construal level theory and textual analysis, the authors show that consumers at different stages of the decision journey tend to assume different levels of mental construal, or mindsets (i.e., abstract vs. concrete). They find evidence of a fluency-driven matching effect in online search such that when consumer mindsets are more abstract (more concrete), consumers generate textual search queries that use more abstract (more concrete) language. Furthermore, they are more likely to click on search engine results and ad content that matches their mindset, thereby experiencing more search satisfaction and perceiving greater goal progress. Six empirical studies, including a pilot study, a survey, three lab experiments, and a field experiment involving over 128,000 ad impressions provide support for this construal matching effect in online search.

Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic

“…Berger et al ( 2020 ), by analyzing social media posts created and shared during live political debates, found that tweets containing a more analytical language—but not authentic language style—were more likely to be shared after the debate. Humphreys et al ( 2020 ) found that consumers use more abstract (concrete) language in their online search during the first (last) stages of the shopping journey. Akpinar and Berger ( 2017 ) also suggest that highly arousing text ( tone ), both highly positive and highly negative, is more likely to be shared frequently and widely since the audience is more receptive to a message when it arouses affective states.…”

La distance psychologique comme outil actionnable par les managers

“…Le tableau 3 mentionne les principales recherches fondées sur la théorie du fit pour prédire les effets positifs de l'adéquation entre les combinaisons haut niveau/éloignement et bas niveau/proximité. Cet ajustement entre niveaux de représentation et distance psychologique offre au consommateur une expérience subjective de fluidité de traitement de l'information (Humphreys et al, 2020 ;, qui a pour conséquence d'améliorer ses attitudes envers la publicité et la marque Spassova et Lee, 2013), son évaluation de la publicité (Roose et al, 2019 ;White et al, 2011), son intention d'achat et son consentement à payer un surprix pour l'offre proposée (Balbo et Jeannot, 2015).…”

“…Niveau de concrétisation du langage (Humphreys et al, 2020) 1) Exposer la moitié des répondants à une modalité de la variable du mix étudié. Exposer l'autre moitié des répondants à l'autre modalité.…”

The Effects of Psychological Distance on Sport Consumers’ Purchase Intentions

“…Researchers (Ahuja, Gupta, & Raman, 2003;Albinsson et al, 2010;Humphreys et al, 2020;Liu et al, 2020;Nan, 2007;Williams & Bargh, 2008) examined how construal level influences consumers' purchasing decisions. For example, Albinsson et al (2010) studied effects of construal level on consumers' purchasing intention online and found consumers evaluated online products differently based on their inherent construal level.…”

“…Many researchers have studied what factors affect a consumer's purchasing decisions, and found that a consumer's inherent construal level affects a consumer's decision making (Albinsson et al, 2010;Kim & John, 2008). According to Construal Level Theory (CLT), people tend to interpret an event in a more abstract, goal oriented and general way when they are psychologically distant, whereas they interpret an event more concretely when the psychological distance is close (Humphreys, Isaac, & Wang, 2020;Liberman & Fo rster, 2009;Liberman & Trope, 2008;Liberman, Trope, & Stephan, 2007;Liu, Zhang, Huang, Zhang, & Zhao, 2020;Trope & Liberman, 2003).…”