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Consumer response to health product communication: The role of perceived product efficacy

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  • Chen, Ming-Yi

Abstract

This study investigates the persuasiveness effectiveness of the interplay effects of message framing, self-construal, and temporal construal (or construal level) on product attitudes, perceived product efficacy, and behavioral intention. The results indicate that for independent-self individuals, gain-framed messages raise more positive product attitudes, product efficacy, and behavioral intention than loss-framed messages when the temporal construal is distant or construal level is abstract. For interdependent-self individuals, loss-framed and mixed-framed messages raise more positive product attitudes, product efficacy, and behavioral intention than gain-framed messages. Interdependent-self individuals respond with more positive attitudes, product efficacy, and behavioral intention toward mixed-framed messages than independent-self individuals. Furthermore, the perceived product efficacy mediates the interaction between message framing, temporal construal, and self-construal for predicting behavioral intention. A match (vs. mismatch) between the message and temporal construal of an advertisement and the self-view of the recipient leads to systematic changes in advertisement effectiveness.

Suggested Citation

  • Chen, Ming-Yi, 2016. "Consumer response to health product communication: The role of perceived product efficacy," Journal of Business Research, Elsevier, vol. 69(9), pages 3251-3260.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3251-3260
    DOI: 10.1016/j.jbusres.2016.02.024
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    References listed on IDEAS

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