Effects of congruence between individuals’ and hotel commercials’ construal levels on purchase intentions

Dogan, Merve; Erdoğan, B. Zafer

doi:10.1080/19368623.2020.1759172

Cited by 24 publications

(14 citation statements)

References 57 publications

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“…Companies can use machine learning to quickly and effectively identify consumers with different construal levels based on their online behavior data [ 87 ]. Companies can also collect information from consumers and build consumer profiles to help identify consumers with different construal levels [ 60 , 88 ]. Alternatively, some elements can be used to induce consumers to form a specific construal level, such as using language or imagery that indicates the present or the future [ 63 ] or manipulating the visual height of advertising images [ 89 ].…”

Section: Discussionmentioning

confidence: 99%

“…The theory proposes that one’s construal level affects the processes of receiving, processing, and responding to information, as well as persuasion [ 59 ]. When the information type matches individuals’ construal level, the matching information will produce a more fluent encoding process, which will positively affect individuals’ purchase decisions [ 60 , 61 ]. At a low construal level, people typically focus on more specific information from a detailed perspective; at a high construal level, people focus on more abstract information from a central, essential perspective [ 62 ].…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

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Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

Wang

Liu

et al. 2022

IJERPH

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An eco-label is an important tool for identifying green products in the marketplace. Most eco-labels, however, present a single icon that is simple and carries limited information, thus creating cognitive barriers for consumers. As a result, eco-labels might not always effectively promote green consumption. Based on dual coding theory and the spatial contiguity effect, this study investigated the effect of the “joint presentation of eco-label information” (JPEI), which adds (functional/emotional) descriptive text to eco-labels, on improving consumers’ cognitive fluency in eco-labels and subsequent purchase intention. We conducted three studies and found that, compared with the “single presentation of eco-label information” (SPEI), JPEI improved the cognitive fluency of consumers with low eco-label knowledge. Furthermore, spatially contiguous JPEI was more effective than spatially partitioned JPEI for consumers with low eco-label knowledge. In addition, we specifically explored the information types of JPEI that were effective for consumers with low eco-label knowledge. Low-construal consumers had higher cognitive fluency and higher purchase intentions under functional JPEI, and high-construal consumers had higher cognitive fluency and higher purchase intentions under emotional JPEI. The results of this study enrich eco-label research and can provide theoretical guidance for marketing practices in eco-labels.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

Wang

Liu

et al. 2022

IJERPH

View full text Add to dashboard Cite

show abstract

“…The image reference points used are “self” and “others”, in the context of social psychological distance, and these were used to generate behaviors from the “first perspective” and “third perspective” as the two visual perspectives of content presentation in the public dining space [ 72 , 73 ]. The textual appeals mainly use “feasibility” and “desirability” as the two types of construal level to display content from a semantic perspective [ 26 , 74 ].…”

Section: Methodsmentioning

confidence: 99%

The Construction of Image Reference Points and Text Appeals Information Tailoring in Promoting Diners’ Public Environment Maintenance Behavior Intention

Zhu

Wang

Liu

et al. 2022

IJERPH

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The environmental maintenance of public dining spaces significantly impacts urban construction’s sustainable and healthy development. This paper studied the influence of image–text information tailoring relationships on behavioral intentions to promote public dining space environment maintenance. We used a two-factor between-subject experimental design, two (image reference points: self vs. others) × two (text appeals: feasibility vs. desirability). We also examined the mediating roles of environmental maintenance attitudes and environmental responsibility perceptions as regards pro-environmental behavioral intentions. The research results showed the following: (1) Among the four image–text information construction methods, the other’s image reference point with the desirability text appeal promotes the diners’ pro-environmental behavioral intention with optimal effectiveness; and (2) Environmental maintenance attitudes and environmental responsibility perceptions play mediating roles in promoting diners’ intention to maintain environmental behavior in the image–text combined information presentation. Environmental responsibility perceptions cannot be mediated alone and must be progressively mediated with environmental maintenance attitudes.

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“…Similar findings are provided by van Rompay et al (2009), who observed that congruency between hotel appearance and its description leads to higher fluency and more positive attitudes. Finally, it has been observed that purchase intention for hotel services is greater when one’s mental construal is congruent with ad content (Dogan and Bayram, 2020).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Impulse buying in hospitality: The role of content posted by social media influencers

Szymkowiak¹,

Gaczek

Panchapakesan

2021

Journal of Vacation Marketing

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In previous research, the significance of Social Media Influencers (SMIs) on the entire tourism industry has been indicated. In this article, it is explored how arousal and thematic compatibility in the presentation of a hotel facility’s offer by a SMI determines purchase intention and the urge to buy impulsively. To carry out this objective, a laboratory experiment was conducted with graphic stimuli and controlling arousal using neurophysiological data. The obtained results are relevant within the context of promotion methods in social media, maximising the effect of cooperation with SMIs. Managerial and theoretical implications of the findings are discussed.

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Effects of congruence between individuals’ and hotel commercials’ construal levels on purchase intentions

Cited by 24 publications

References 57 publications

Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention

The Construction of Image Reference Points and Text Appeals Information Tailoring in Promoting Diners’ Public Environment Maintenance Behavior Intention

Impulse buying in hospitality: The role of content posted by social media influencers

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