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Article dans une revue
The fit between message framing and temporal distance: An efficient way to promote an innovative product
Abstract : This article presents the results of three experiments that examine the effects of the fit between message framing and construal level – induced by temporal distance – on purchase intention and willingness to pay for an innovative product (enhanced reality glasses). Generally speaking, results show that a gain-framed message associated with a long-term purchase and a loss-framed message associated with a short-term purchase are the most effective combinations for promoting an innovative product but the degree of novelty of the product and individual’s temporal orientation moderate these effects. In addition, results emphasize the mediating role of fluency to process the message.
https://hal.umontpellier.fr/hal-02014884
Contributeur : Mélanie Karli <>
Soumis le : lundi 11 février 2019 - 18:29:39
Dernière modification le : lundi 30 novembre 2020 - 09:52:23
Contributeur : Mélanie Karli <>
Soumis le : lundi 11 février 2019 - 18:29:39
Dernière modification le : lundi 30 novembre 2020 - 09:52:23