期刊
INTERNATIONAL JOURNAL OF ADVERTISING
卷 38, 期 4, 页码 528-543出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/02650487.2019.1607649
关键词
message format; product type; psychological distance; congruency effect
资金
- National Research Foundation of Korea
The authors examine effects of marketing messages that use text or pictures for advertising durable or nondurable products appealing to consumers' perceptions of close versus far psychological distance. In three studies, ads featuring text (pictures) evoke more favourable attitudes and purchase intentions toward products to be purchased in the distant (close) future or at a distant (close) location. In addition, ads featuring text (pictures) evoke more favourable attitudes and purchase intentions for durable (nondurable) goods. The research shows that marketers will be most persuasive if they ensure congruence among message formats, product types, and psychological distance.
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