Temporal construal in advertising : the moderating role of temporal orientation and attribute importance in consumer evaluations

Abstract

In two experiments, we study how the temporal orientation of consumers (i.e., future-oriented or present-oriented),
temporal construal (distant future, near future), and product attribute importance (primary, secondary) influence
advertisement evaluations. Data suggest that future-oriented consumers react most favorably to ads that feature a product to be released in the distant future and that highlight primary product attributes. In contrast, present-oriented consumers prefer near-future ads that highlight secondary product attributes. Study 2 shows that consumer attitudes are mediated by perceptions of attribute diagnosticity (i.e., the perceived usefulness of the attribute information). Together, these experiments shed light on how individual differences, such as temporal orientation, offer valuable insights into temporal construal effects in advertising.