“I Want It! Can I Get It?” How product-model spatial distance and ad appeal affect product evaluations

Tok, Dickson; Chen, Xi; Chu, Xing‐Yu

doi:10.1016/j.jbusres.2021.06.021

Cited by 16 publications

(2 citation statements)

References 47 publications

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“…A scale from 1 to 7 (1 indicating one day being longer whereas 7 indicating one year being longer) was used to assess whether participants' perception of the length of one day versus one year. In addition, the scales for a list of control variables were added: perceived price fairness (Semuel and Chandra, 2014), past consumption experience (Tok et al. , 2021), and emotional state while viewing the promotional scenario (Park and Ryu, 2019).…”

Section: Methodsmentioning

confidence: 99%

Does repurchase timing matter in promotional framing effect?

Wang

2022

MIP

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PurposeAlthough the evidence exists for the effect of promotional frame on repurchase intention, it is unclear whether the timing of repurchase can moderate the effect. In this paper, three experiments were conducted to answer this question.Design/methodology/approachIn Experiment 1, a 2 (framing: bundle vs. gift) × 2 (repurchase target: focal vs. supplementary) × 2 (timing: short vs. long) between-subjects design was used. In Experiment 2, an identical design was used except that repurchase target being the within-subjects factor. In Experiment 3, the design was based on that of Experiment 2 and brand was added a between-subjects factor.FindingsExperiment 1 showed that, with a short interval, repurchase intention under gift frame was higher than that under bundle frame. With a long interval, there was no significant difference between the gift and bundle frames. Experiment 2, however, indicated no effects for expensive products. Experiment 3 showed that brand (private versus national brand) moderate the interaction between framing, repurchase target and timing. Particularly, for private brand, no significant comparisons were found; for national brand, repurchase intention for the focal product was significantly higher than for the supplementary product, but only under the conditions of long interval and gift frame (rather than bundle frame).Originality/valueTaken together, findings from the current study contributes to the literature by showing for the first time that repurchase timing can moderate the promotional frame effect (i.e. higher repurchase intention under gift framing relative to bundle framing occurs in the short interval but not long interval) and that brand type can moderate the joint effects of framing, timing and repurchase target (i.e. national brand, rather than private brand, paired with long interval and gift frame results in higher repurchase intention for the focal product). The findings provide marketers with important knowledge in terms of how to adjust a promotional frame depending on when consumers repurchase a product and whether the product has a private or national brand.

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Section: Methodsmentioning

confidence: 99%

Does repurchase timing matter in promotional framing effect?

Wang

2022

MIP

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“…Sevincer and Oettingen, based on the theory of alcohol myopia, found that students who choose to drink alcohol are more influenced by preference than feasibility in their personal goal selection, compared to taking a placebo [ 27 ]. Tok et al’s research on product advertising showed that when far-end spatial distance and desirability match, and near-end spatial distance and feasibility match, it can lead to more favorable product evaluations [ 28 ]. Ding et al explored the impact of abstract and concrete interpretations of air pollution visibility on the way consumers process information, as well as users’ preference for desirability in product trade-offs [ 29 ].…”

Section: Literature Reviewmentioning

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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Enhancing Trust and Empathy in Marketing: Strategic AI and Human Influencer Selection for Optimized Content Persuasion

Zhang,

Zhu,

Chen

et al. 2024

J of Consumer Behaviour

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Compared to human influencers, AI influencers offer advantages such as low cost, high efficiency, and fairer handling of objective tasks. However, they are believed to have shortcomings in perception and empathy abilities. How can companies select the more appropriate promoter between AI influencers and human influencers based on their marketing content? How can enterprises design more persuasive marketing content according to the type of influencer? Three behavioral experiments were conducted in this paper. The results indicate that when AI influencers post marketing content with functional advertising appeal, they can significantly enhance people's perceived trust. When human influencers share marketing content with experiential advertising appeal, they can significantly improve people's perceived empathy. Consumers with lower levels of knowledge are more susceptible to the matching effect of influencer type and advertising appeal type on the persuasive effect of marketing content than those with higher levels of knowledge. The conclusions of this study assist enterprises in scientifically matching influencer types with advertising appeals. By choosing influencers based on the nature of the marketing content or designing suitable marketing content based on the influencer type, companies can maximize marketing effectiveness. This refined marketing strategy not only improves the persuasive effect of the marketing content but also strengthens the brand's market competitiveness.

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“I Want It! Can I Get It?” How product-model spatial distance and ad appeal affect product evaluations

Cited by 16 publications

References 47 publications

Does repurchase timing matter in promotional framing effect?

Does repurchase timing matter in promotional framing effect?

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

Enhancing Trust and Empathy in Marketing: Strategic AI and Human Influencer Selection for Optimized Content Persuasion

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