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

Ming-Yi Chen

Journal of Business Research, 2016, vol. 69, issue 9, 3251-3260

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.

Keywords: Message framing; Self-construal; Temporal construal; Construal level theory; Perceived product efficacy (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296316000953
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:9:p:3251-3260

DOI: 10.1016/j.jbusres.2016.02.024

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().