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Looking into the Future: A Match between Self-View and Temporal Distance

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  • Gerri Spassova
  • Angela Y. Lee

Abstract

Representing an event in abstract (vs. concrete) terms and as happening in the distant (vs. proximal) future has been shown to have important consequences for cognition and motivation. Less is known about factors that influence construal level and perceived temporal distance. The present research identifies one such factor and explores the implications for persuasion. Four studies show that an independent self-view is associated with abstract representations of future events and with perceiving these events as happening in the more distant future, whereas an interdependent self-view is associated with concrete representations of future events and with perceiving these events as happening in the more proximal future. Furthermore, a match (vs. mismatch) between the temporal frame of an advertisement and the self-view of the recipient leads to systematic changes in advertisement effectiveness and product appeal. These results add to the construal level theory and the self literatures and have practical implications for advertisers.

Suggested Citation

  • Gerri Spassova & Angela Y. Lee, 2013. "Looking into the Future: A Match between Self-View and Temporal Distance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(1), pages 159-171.
    • Handle: RePEc:oup:jconrs:doi:10.1086/669145
    DOI: 10.1086/669145
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    2. 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.
    3. Liu, Xing (Stella) & Wan, Lisa C. & Yi, Xiao (Shannon), 2022. "Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic?," Annals of Tourism Research, Elsevier, vol. 94(C).
    4. Tan, Teck Ming & Balaji, M.S. & Oikarinen, Eeva-Liisa & Alatalo, Sari & Salo, Jari, 2021. "Recover from a service failure: The differential effects of brand betrayal and brand disappointment on an exclusive brand offering," Journal of Business Research, Elsevier, vol. 123(C), pages 126-139.
    5. Tan, Teck Ming & Salo, Jari & Juntunen, Jouni & Kumar, Ashish, 2018. "A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands," Journal of Business Research, Elsevier, vol. 92(C), pages 71-80.
    6. Dongho Yoo & Jung-Ae Kim & Sun-Jae Doh, 2018. "The Dual Processing of Donation Size in Cause-Related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons," Sustainability, MDPI, vol. 10(11), pages 1-21, November.
    7. Eun-Ho Kim & Dongho Yoo & Sun-Jae Doh, 2021. "Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 254-271, May.
    8. van Esch, Patrick & Cui, Yuanyuan (Gina) & Sledge, April & Das, Gopal & Pala, Erol, 2023. "Preference for partner or servant brand roles depends on consumers’ power distance belief," Journal of Business Research, Elsevier, vol. 162(C).
    9. Doust, Negin Ahmadi Saber & van Esch, Patrick & Kemper, Joya & Franklin, Drew & Casserly, Shane, 2021. "Marketing the use of headgear in high contact sports," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    10. Micael-Lee Johnstone & Lay Tan, 2015. "Exploring the Gap Between Consumers’ Green Rhetoric and Purchasing Behaviour," Journal of Business Ethics, Springer, vol. 132(2), pages 311-328, December.
    11. Nguyen, Stephanie & Didi Alaoui, Mohamed & Llosa, Sylvie, 2020. "When interchangeability between providers and users makes a difference: The mediating role of social proximity in collaborative services," Journal of Business Research, Elsevier, vol. 121(C), pages 506-515.
    12. Yunjeong Ahn & Jieun Lee, 2019. "The Effect of Participation Effort on CSR Participation Intention: The Moderating Role of Construal Level on Consumer Perception of Warm Glow and Perceived Costs," Sustainability, MDPI, vol. 12(1), pages 1-14, December.
    13. Jiaming Fang & Lixue Hu & Xiangqian Liu & Victor R. Prybutok, 2022. "Impact of air quality on online restaurant review comprehensiveness," Electronic Commerce Research, Springer, vol. 22(4), pages 1035-1058, December.
    14. Xu, Alison Jing & Rodas, Maria A. & Torelli, Carlos J., 2020. "Generosity without borders: The interactive effect of spatial distance and donation goals on charitable giving," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(C), pages 65-78.
    15. Mohamed Didi Alaoui, 2020. "L’effet d’adéquation entre la forme de présentation du prix et de la distance temporelle sur les réponses du consommateur : une approche par la théorie des niveaux de représentation," Post-Print hal-02870097, HAL.
    16. Rachel Esther Lim & Wei‐Na Lee, 2023. "Communicating corporate social responsibility: How fit, specificity, and cognitive fluency drive consumer skepticism and response," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 955-967, March.
    17. Lee, Byung-Kwan & Lee, Wei-Na, 2016. "The effect of structural alignment on choice-process satisfaction and preference formation: The moderating role of self-construal," Journal of Business Research, Elsevier, vol. 69(8), pages 2747-2755.
    18. Chan, Eugene Y. & Septianto, Felix, 2024. "Self-construals and health communications: The persuasive roles of guilt and shame," Journal of Business Research, Elsevier, vol. 170(C).
    19. Gain Park & Hyun Soon Park, 2016. "Corporate Social Responsibility in Korea: How to Communicate Global Issues to Local Stakeholders," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(2), pages 77-87, March.
    20. Lim, Rachel Esther & Sung, Yoon Hi & Lee, Wei-Na, 2018. "Connecting with global consumers through corporate social responsibility initiatives: A cross-cultural investigation of congruence effects of attribution and communication styles," Journal of Business Research, Elsevier, vol. 88(C), pages 11-19.
    21. Ku, Hsuan-Hsuan & Shang, Rong-An & Fu, Yi-Fan, 2021. "Social learning effects of complaint handling on social media: Self-construal as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    22. Daniele Scarpi, 2021. "A construal-level approach to hedonic and utilitarian shopping orientation," Marketing Letters, Springer, vol. 32(2), pages 261-271, June.
    23. Lee, Hyunae & Yang, Sung-Byung & Chung, Namho, 2021. "Out of sight, out of cancellation: The impact of psychological distance on the cancellation behavior of tourists," Journal of Air Transport Management, Elsevier, vol. 90(C).

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