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.

Available for download on Wednesday, November 11, 2020

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