The fit between message framing and temporal distance: An efficient way to promote an innovative product

Laurie Balbo and Florence Jeannot
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Laurie Balbo: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Florence Jeannot: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: 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.

Keywords: construal levels; innovative product; message framing; temporal distance (search for similar items in EconPapers)
Date: 2017-06
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Published in Recherche et Applications en Marketing (English Edition), 2017, 30 (1), pp.28-49. ⟨10.1177/2051570714563686⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02014884

DOI: 10.1177/2051570714563686

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