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It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion

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  • Hakkyun Kim
  • Akshay R. Rao
  • Angela Y. Lee

Abstract

What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, "why"-laden appeals are more persuasive than concrete, "how"-laden appeals when voters' decision is temporally distant; the reverse is true when the decision is imminent, and these results are strongest among those who are politically uninformed. These effects seem to be driven by a match between temporal distance and the abstractness of the message that leads to perceptions of fluency, and the ensuing "feels right" experience yields enhanced evaluations of the focal stimulus. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Hakkyun Kim & Akshay R. Rao & Angela Y. Lee, 2009. "It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 877-889, April.
    • Handle: RePEc:oup:jconrs:v:35:y:2009:i:6:p:877-889
    DOI: 10.1086/593700
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    Cited by:

    1. Tina M. Lowrey & Ann Kronrod, 2012. "Phonetic Similarity in Brand Name Innovation," Working Papers 0019, College of Business, University of Texas at San Antonio.
    2. Ryan S Elder & Ann E Schlosser & Morgan Poor & Lidan Xu & Darren DahlEditor & JoAndrea HoeggAssociate Editor, 2017. "So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 877-894.
    3. Li, Xiaolin & Rao, Raghunath Singh & Narasimhan, Om & Gao, Xing, 2022. "Stay positive or go negative? Memory imperfections and messaging strategy," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1127-1149.
    4. Akshay R. Rao, 2013. "How and why is price perceived: a commentary on Cheng and Monroe," AMS Review, Springer;Academy of Marketing Science, vol. 3(3), pages 146-150, September.
    5. Pronobesh Banerjee, 2021. "Brand Representation Over Time," Working papers 443, Indian Institute of Management Kozhikode.
    6. Kim Saxton, M. & Colby, Helen & Saxton, Todd & Pasumarti, Vikram, 2024. "Why or How? the impact of Construal-Level Theory on vaccine message receptivity," Journal of Business Research, Elsevier, vol. 172(C).
    7. Denise Falchetti & Gino Cattani & Simone Ferriani, 2022. "Start with “Why,” but only if you have to: The strategic framing of novel ideas across different audiences," Strategic Management Journal, Wiley Blackwell, vol. 43(1), pages 130-159, January.
    8. 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.
    9. Li, Yi-Na & Li, Yan & Chen, Haipeng (Allan) & Wei, Jiuchang, 2023. "How verbal and non-verbal cues in a CEO apology for a corporate crisis affect a firm’s social disapproval," Journal of Business Research, Elsevier, vol. 167(C).
    10. Chih-Hung Peng & Dezhi Yin & Han Zhang, 2020. "More than Words in Medical Question-and-Answer Sites: A Content-Context Congruence Perspective," Information Systems Research, INFORMS, vol. 31(3), pages 913-928, September.
    11. 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).
    12. Meents, Selmar & Verhagen, Tibert & Merikivi, Jani & Weltevreden, Jesse, 2020. "Persuasive location-based messaging to increase store visits: An exploratory study of fashion shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Brett R. Gordon & Mitchell J. Lovett & Bowen Luo & James C. Reeder, 2023. "Disentangling the Effects of Ad Tone on Voter Turnout and Candidate Choice in Presidential Elections," Management Science, INFORMS, vol. 69(1), pages 220-243, January.
    14. Zheng, Chundong & Qian, Fangyuan & Song, Jiehang & Wang, Han, 2024. "Make the photo in good shape: The matching effect of photo shapes and donation appeals on donation intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    15. Theodorakis, Ioannis G. & Painesis, Grigorios, 2022. "Ad eroticism from a psychological distance perspective: Investigating its effects in light of consumers’ sex, ethical judgments, and moral attentiveness," Journal of Business Research, Elsevier, vol. 142(C), pages 524-539.
    16. Bei Yan & Feng Mai & Chaojiang Wu & Rui Chen & Xiaolin Li, 2024. "A Computational Framework for Understanding Firm Communication During Disasters," Information Systems Research, INFORMS, vol. 35(2), pages 590-608, June.
    17. Burris, Ethan R. & Martins, Luis L. & Kimmons, Yurianna, 2022. "Mixed Messages: Why managers (do not) endorse employee voice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 172(C).
    18. Hai Lan & Xiaofei Tang & Yong Ye & Huiqin Zhang, 2024. "Abstract or concrete? The effects of language style and service context on continuous usage intention for AI voice assistants," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    19. Cantor, David E. & Blackhurst, Jennifer V. & Cortes, Juan David, 2014. "The clock is ticking: The role of uncertainty, regulatory focus, and level of risk on supply chain disruption decision making behavior," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 72(C), pages 159-172.
    20. Obeng, Efua & Nakhata, Chinintorn & Kuo, Hsiao-Ching, 2019. "“Paying it forward: The reciprocal effect of superior service on charity at checkout”," Journal of Business Research, Elsevier, vol. 98(C), pages 250-260.
    21. Dengfeng Yan, 2016. "Numbers Are Gendered: The Role of Numerical Precision," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 303-316.
    22. Yuanyuan Zhou & Qian Li & Shiyang Gong & Daniel P. Hampson & Zhicen Liu, 2023. "Looking back is better than looking forward: visualization, temporal frames, and new product evaluation in China," Asian Business & Management, Palgrave Macmillan, vol. 22(3), pages 829-856, July.

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