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.