Document Type
Article
Keywords
message format; product type; psychological distance; congruency effect
Identifier Data
doi.org/10.1080/02650487.2019.1607649
Publisher
Taylor & Francis Online
Publication Source
International Journal of Advertising
Abstract
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.
