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

Martin, Brett, Gnoth, Juergen, & Strong, Carolyn (2009) Temporal construal in advertising : the moderating role of temporal orientation and attribute importance in consumer evaluations. Journal of Advertising, 38(3), pp. 5-19.

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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.

Impact and interest:

13 citations in Scopus
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11 citations in Web of Science®

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ID Code: 28051
Item Type: Journal Article
Keywords: Advertising effectiveness,, Temporal, Construal, Mobile Phones, MP3
DOI: 10.2753/JOA0091-3367380301
ISSN: 0091-3367
Subjects: Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Personality Abilities and Assessment (170109)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 19 Oct 2009 12:32
Last Modified: 29 Feb 2012 23:55

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