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- W4210459200 abstract "Understanding how time restriction impacts consumers has been an important long-term topic for both scholars and practitioners. Applying a Construal Level Theory framework, two experiments were designed to propose a new theoretical perspective regarding the mechanism of time restriction. Testing moderators of advertising appeals and message quality, the study aimed to identify the conditions under which time restriction is more effective in influencing consumers’ response. In study 1, a factorial 2 × 2 design (time restriction: yes vs. no x advertising appeal: collectivistic vs. individualistic) between subjects was employed using a student sample and a high-involvement product. In study 2, another factorial 2 × 2 design (time restriction: yes vs. no x advertising appeal: guilt vs. shame) between subjects was employed using a general population and a low-involvement product. The findings of the two studies confirmed the mediating role of construal level in explaining consumers’ purchase intention and the moderating role of message quality. Specifically, the effects found for study 1 appeared to be more pronounced for subjects exposed to the collectivistic appeal. Theoretical and managerial implications were discussed for researchers and practitioners." @default.
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- W4210459200 date "2022-02-06" @default.
- W4210459200 modified "2023-09-23" @default.
- W4210459200 title "Understanding the role of construal level in time-restriction" @default.
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- W4210459200 doi "https://doi.org/10.1080/02650487.2021.2022290" @default.
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