The fit between message framing and temporal distance: An efficient way to promote an innovative product

Laurie Balbo 1 Florence Jeannot 2
1 MRM - Montpellier Research in Management
2 CERAG - Centre d'études et de recherches appliquées à la gestion
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.
Keywords : construal levels innovative product message framing temporal distance
Type de document :
Article dans une revue
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https://hal.umontpellier.fr/hal-02014884
Contributeur : Mélanie Karli <>
Soumis le : lundi 11 février 2019 - 18:29:39
Dernière modification le : jeudi 6 juin 2019 - 14:38:28

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UNIV-MONTPELLIER | CNRS | UNIV-PERP | AGROPOLIS | GESTION | UGA | CERAG | UNIV-MONTP3

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Laurie Balbo, Florence Jeannot. The fit between message framing and temporal distance: An efficient way to promote an innovative product. Recherche et Applications en Marketing (English Edition), SAGE Publications, 2017, 30 (1), pp.28-49. ⟨10.1177/2051570714563686⟩. ⟨hal-02014884⟩

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